How and When Your Brand , Should Comment on , Social or Political Issues.br In recent years, many brands have br stepped into the socio-political arena br to support broad issues. .br In recent years, many brands have br stepped into the socio-political arena br to support broad issues. .br But 'Newsweek' reports that many companies have miscalculated when it comes to fighting injustice.br But 'Newsweek' reports that many companies have miscalculated when it comes to fighting injustice.br Here are some expert tips on br how to gauge when your company should br comment on a political or societal issue.br Don't forget your , target audience. , This is a constant variable that should be br a top consideration when it comes to br supporting issues or causes as a brand.br Don't forget your , target audience. , This is a constant variable that should be br a top consideration when it comes to br supporting issues or causes as a brand.br Stick to your , brand ethos. , Make sure that your messaging and your br ethos align with your target demographic.br Losing sight of your audience or ethos could result in ostracizing a loyal customer base and br damaging your company's bottom line.br Be consistent. , Check any stances your company br might have publicly held in the past.br It is critical to determine whether your current cause aligns with what your company has previously pushed.br Authenticity matters. , Make sure that your company only comments br on an issue that it genuinely stands behind.