Key Takeaways
– It is important for brands to approach the 9/11 memorial post with caution and sensitivity.
– Brands should avoid using the commemoration as an opportunity to sell or gain brand share.
– Some organizations with personal connections to 9/11 may have appropriate responses.
– It is acceptable for brands to stay quiet about 9/11 if it does not have personal meaning to their audience or affect their business.
– If a brand decides to make a public commemoration, they should be kind, empathetic, and considerate.
Introduction
The 9/11 terrorist attacks, which occurred on September 11, 2001, continue to hold a significant place in the hearts and minds of Americans. As the 21st anniversary of this tragic event approaches, many people and brands are contemplating whether or not to post about it on social media. However, it is crucial for brands to approach the 9/11 memorial post with caution and sensitivity, as this event still evokes strong emotions and carries deep scars for the United States.
The Importance of Sensitivity
When it comes to commemorating the 9/11 attacks, brands should avoid using the occasion as an opportunity to sell or gain brand share. This is a day of remembrance, and it is essential to treat it as such. Some brands have faced backlash in the past for their insensitive or inappropriate tributes, which can damage their reputation and alienate their audience. It is crucial to remember that 9/11 is not a day to profit or build a brand, but rather a day to honor and remember the lives lost.
Appropriate Responses
However, there are some organizations that have profound connections to 9/11 and may have appropriate responses. For example, Cantor Fitzgerald, a financial services firm, lost 658 employees in the attacks. Each year, the company holds a charity day to raise funds for various causes, including those affected by 9/11. Similarly, American Airlines and United Airlines, the two airlines whose planes were hijacked on that fateful day, have taken steps to honor the victims and support their families. These organizations have personal connections to 9/11 and have found meaningful ways to commemorate the event without exploiting it for their own gain.
Staying Quiet
It is also acceptable for brands to stay quiet about 9/11 if it does not have personal meaning to their audience or affect their business. Not every brand needs to make a public commemoration, especially if it feels forced or insincere. It is important to consider the impact and relevance of the event to your brand and audience before deciding whether or not to make a public statement.
Kindness, Empathy, and Consideration
If a brand does decide to make a public commemoration, it is crucial to approach it with kindness, empathy, and consideration. This means avoiding any promotional or sales-driven language and focusing on honoring the lives lost and the resilience of the American people. Brands should use their platform to spread messages of unity, support, and remembrance, rather than using the occasion for self-promotion.
Conclusion
As the 21st anniversary of the 9/11 attacks approaches, brands must approach the topic with caution and sensitivity. It is important to remember that 9/11 is a day of remembrance and not a day to profit or build a brand. Brands should be kind, empathetic, and considerate in their approach, and avoid using the occasion as an opportunity to sell or gain brand share. Ultimately, the focus should be on honoring the lives lost and supporting the resilience of the American people.
