Why It’s Okay (and Encouraged) for Brands to Comment on Cultural Events

In today’s interconnected world, social media is more than just a marketing tool—it’s a platform for connection, empathy, and community building. When major cultural events, such as natural disasters or global celebrations like the Olympics, dominate the public conversation, brands have an opportunity to demonstrate their humanity. 

Here’s why it’s okay—and even encouraged—for your company to thoughtfully engage with these moments, along with tips to do it effectively.

1. Lead with Empathy

When addressing cultural events, especially tragedies like the recent Myanmar earthquake, prioritize empathy over promotion. Acknowledge the gravity of the situation and express genuine concern for those affected. Avoid overly corporate language; speak like a human to foster authenticity. For example, a simple post offering thoughts and support for displaced families can go a long way in showing that your brand is thoughtful and cares. 

2. Offer Meaningful Support

If your company has resources or expertise that can help, consider taking action. Whether it’s donating products, services, or funds, ensure your response is relevant and impactful. Share these efforts but avoid making them about your brand. Share photos of your team gathering things and donating the products. 

3. Amplify Voices and Build Community

Use your platform to amplify voices from affected communities or relevant organizations. Share their stories and initiatives to provide visibility without overshadowing their efforts. You many have employees or team members that have loved ones involved at the event.  By focusing on building trust, sharing empathy and good will people will become attracted to your brand and “feel good” about your brand after reading or watching your video. 

4. Plan for Long-Term Engagement

By engaging thoughtfully in cultural conversations, brands can show they’re more than businesses—they’re part of the global community. Done right, these efforts resonate deeply with audiences and strengthen brand loyalty for years to come.  Enjoy! 

The Importance of Modern Video Communication on Social Media, especially from the C-Suite in 2025.

Video communication is a critical tool for businesses to connect with audiences, especially on social media. In 2025, leveraging video content effectively is not just a trend—it’s essential for engagement, trust-building, and brand growth. Yet, most still do not do it. When executives from the C-suite take part in video communication, the impact is amplified significantly. Ralph Lauren's CEO Patrice Louvet exemplifies this strategy with his authentic and engaging presence. See him on LinkedIn here →https://www.linkedin.com/in/patrice-louvet

Why Video Communication Matters

Enhanced Engagement: Videos generate 1200% more shares than text and image posts combined. They capture attention faster and hold it longer, making them a great way for storytelling. 

Stronger Emotional Connection: Video allows brands to showcase their personality and values, fostering trust and likeability. 

Improved Conversion Rates: Adding video to social media strategies can boost conversion rates by up to 80%,  And you can do it with your phone!

The MODERN role of the C-Suite in Video Communication

• Vision Sharing: Executives can share insights about the company’s direction and industry trends, creating a sense of transparency.

• Thought Leadership: C-suite videos establish authority in the market.

• Internal and External Engagement: Videos from executives can energize teams internally while connecting with potential new partners and customers. 

Ralph Lauren's Example

Patrice Louvet, Ralph Lauren’s CEO, demonstrates the power of video by actively engaging audiences on platforms like Linkedin. . His authentic communication style strengthens brand loyalty and showcases his passion for the industry and company.

So get over being shy… it’s time to get infront of the camera. Video communication—especially from the C-suite—is a game-changer in 2025. It fosters deeper connections, drives engagement, and positions brands as industry leaders. And who knows you never know who will be watching!