There’s a lot going on in the world today that deserves acknowledgement. Wars, the fight for civil rights, climate change, economic issues—the list goes on. How do you talk about all of this to your audience? Should you even be talking about it?
When global upheavals happen it can seem weird to just ignore them and go on talking about your new course or the latest product you’re putting out. But it can also be awkward to address them in the middle of your normal content. There’s a fine line to walk when deciding what to post on social media or send in a newsletter.
Talking about serious world issues in your marketing requires careful consideration to balance authenticity, respect, and alignment with your brand's values. Before you post, think about the following:
Does This Align With Your Brand Values?
First off, is this something your audience would expect you to weigh in on? Not doing so could seem like you don’t care or that you’re uninformed. And you don’t want to be seen as either of those.
If you’ve never talked about your personal opinions on social media or in your newsletter it can be jarring to your audience when you suddenly come in with your hot take. If that’s the case, but you want to start taking more of a public stance, it’s best to ease everyone in. Be honest about what you’re doing—you know that you haven’t talked about these things before, but you’re realizing that it means a lot to you and you want to share that. Be prepared to lose some people, that’s just how it is, but you know that those who stick with you are really with you.
Is It Authentic?
Authenticity is the key here. Being real with your audience, and being vulnerable, lets them know that you’re an actual person with real feelings and thoughts about what’s going on, not just some faceless organization.
You can start by leaving the cliches and trite sentiments behind—I’m looking at you “thoughts and prayers.” Same goes for “our hearts go out to.” Okay, great but what else do you have to say? Maybe your heart does go out, but 10,000 other people are posting that exact same thing.
What would you say to a friend? Would you say, “I feel so sad hearing about this” or “I can’t imagine what the families are going through. I saw there is a go fund me started, here’s the link.” Maybe, “I’ll definitely be calling my family today just to say I love you. Thinking of all of you today.” That’s real! That’s something a real person would say! Not the form-letter, cookie-cutter fill-in-the blank responses we see so often. If you’re angry, say you’re angry. If you don’t know what to think, say that. You have compassion. You have empathy. Use it and say something genuine
If you’re not sure about what you’re considering saying, have someone you trust read it and see what they think. Read it from the point of view of the customer. Does this feel genuine? Does it feel real? Or does it give you the ick. No one wants the ick. Avoid the ick.
Do You Know What You’re Talking About?
Before posting a response, double-check your facts. Make sure you understand what happened and the context surrounding it. It’s also completely fine to admit that you don’t know a lot about an issue and you’re still learning. Honesty builds trust and credibility. Make sure you’re using language that isn’t sensationalizing or uninformed.
Beware of virtue signaling. Bringing attention to serious issues doesn’t make you a hero, and posting anything just for the likes or the praise does not work. Unless you are specifically an expert on the issue, stick to what you know. A short statement about how this event makes you feel, some resources for your audience to donate or learn more, and an acknowledgement that you’re (likely) speaking from a place of privilege is a compassionate and appropriate way to address things.
And please don’t use this opportunity to sell something. That’s not what this is for.
Some things to remember:
Avoid performative posts. If you’re addressing an issue, back it up with tangible actions like sharing how to support organizations helping or advocating for change.
Pose questions or sharing resources, but moderate comments to maintain a respectful space.
Acknowledge different perspectives without debating sensitive points directly on public platforms.
Is It Ever Okay to Pitch Your Product?
What are some scenarios where it’s ok to add in a sales pitch? It comes down to intention and proximity. Is your intention genuine?
Let’s say you have a mindfulness course. You could talk about how seeing the result of a major flood left you thinking about how things can change in an instant. How you felt gratitude for what you have and how you haven’t been present lately in your own life due to stress, work, etc. You realized that you needed to get back to mindfulness. Maybe your audience feels the same but doesn’t know where to start. Well you have this great course that can help. If your ask is truly relevant and helpful it’s fine to mention.
Proximity in this case means how far away you are from the event. It’s like if you’ve ever heard someone make a joke and thought, “Eeesh, too soon.” Like, read the room and wait a bit. Let’s not start selling stuff on the day something crazy happens. But if you’re referencing a past event and talking about how you dealt with it or how it led you to some breakthrough in your work that led you to create this product, that’s appropriate. Then you can gently lead into a pitch, but it really needs to be relevant to the issue. No one wants to see someone talk about how hearing about the aftermath of a bombing gave them the idea for a new kind of dog bed.
Of course this scenario also has to be truthful. You shouldn’t make up a scenario to fit your pitch. Remember, authenticity!
If you can’t tell, this is an issue I think about a lot. It seems like it’s just one thing after another every day that we have to stop and process. These things may not affect us directly (hopefully) but we live in this world and if we want to connect with people we have to acknowledge what’s going on outside of our own bubbles. Ignoring things is a privilege that many don’t have—the least we can do is witness what is really happening.
About the Author:

Sara Ray is a copywriter crafting feminist and inclusive copy for sexual health and wellness businesses. Using her experience working in sex-positve spaces, she writes meaningful, informative, and relatable content that helps you reach more people.
Whether you need marketing materials, website content, or emails, Sara creates copy that resonates with your client base and clearly articulates your message. She believes strongly in the need for intersectionality in social justice and is committed to trans-inclusion and anti-racism in her business.
She is a book nerd, a DnD enthusiast, and a Leo.
To view Sara's Special & Exclusive offers to SBC members - visit:
Important Notes About Guest Blogs
Guest articles published on our platform are shared as submitted, without edits for punctuation, style, or content, and are not fact-checked. Their publication does not signify endorsement by the Sexperts Business Community. We encourage members to approach these articles with discretion, think critically, and evaluate the perspectives shared. If you have feedback or questions, we recommend reaching out directly to the writer. While we believe in freedom of speech and trust that our guest bloggers and partners contribute with the best intentions, we remind everyone to engage respectfully. Disrespectful or harmful behavior, including rash judgments or negativity, will not be tolerated in our community. Let’s foster a space of thoughtful dialogue and mutual respect.
コメント