Do calls for action endanger corporate reputation?

Corporations face increasing pressure to take a stand on sociopolitical issues, with gender equality being a prominent example. This study examines the impact of calls to action in corporate social media posts on reputation. The findings show these messages can backfire, triggering negative reactions even among supporters of the cause. In today’s polarized climate, a company’s reputation depends not just on the issues it advocates for, but also on how it communicates them. Thoughtful and careful message strategies are key to protecting and enhancing corporate reputation while addressing relevant sociopolitical issues.