For marketers, this means developing messaging that resonates across divides and using language that speaks to shared values. This doesn’t mean settling for vanilla language—rather, put in the work to actually understand the multitude of perspectives your mission elicits. Show up in channels your usual audience might not frequent. Experiment with tone and content that respects different viewpoints without compromising your North Star. By reaching across the aisle, your brand can expand its relevance and impact.
Mix data and emotion into your story
Facts matter. But facts alone rarely change minds. To break through what at times feels like an echo chamber, you have to mix quantitative evidence with emotional storytelling. This blend allows people to understand the scale of the problem while connecting with it on a human level.
Data earns trust. Emotion builds empathy. Together, they create momentum.
When we revamped our digital presence, this principle became a guiding light. Rather than hiding data in PDFs or footnotes, we integrated it into powerful narratives across the site and social channels. The result? A brand voice that’s credible, passionate, and persuasive.
Brands across sectors can apply this technique. Whether you’re pitching a new product or rallying support for a cause, storytelling that marries heart and mind will always cut deeper than charts and spreadsheets alone.
Show up in unexpected places
Real progress doesn’t come from preaching to the choir. It comes from reaching people where they are—especially if they’ve never heard your message before.
After some lessons learned, we began partnering with pediatricians and healthcare providers to discuss gun safety during routine checkups. These conversations, once taboo or overlooked, now happen in trusted environments with a focus on practical action.
Perhaps the most impactful lesson that applies to just about any brand? Don’t just launch campaigns in familiar spaces. Surprise people. Engage communities that aren’t already in your corner. Think cross-sector partnerships, unconventional media buys, or showing up at events where your presence isn’t expected but could be meaningful. That’s how you spark new conversations and, most importantly, new allies.
The path forward
We’re living in an era when brands are increasingly expected to take a stand. But taking a stand doesn’t have to mean taking a side. By adopting strategies that are pragmatic, inclusive, and rooted in shared values, brands can grow their influence while fostering unity instead of division.
