[[{"@context":"http:\/\/schema.org","@type":"Article","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#Article","articleBody":"\u201cExisting along the path of least resistance will no longer do; companies cannot merely say they stand for something \u2013 they must actually be perceived as standing up for those causes and societal issues.\u201d\nIt\u2019s been two years since I wrote those words, but it feels like lifetimes have since passed within that space.\n\u201cHold the line\u201d used to be something I\u2019d say when hoping to inspire others to stand up or hang on. But I\u2019ve reconsidered that:\nIt\u2019s no longer enough to hold the line. Those of us with power and privilege must advance the line.\nAs core, unwritten social contracts lie in tatters, people are turning to companies to fill the void that\u2019s been left. We\u2019ve recognized that it\u2019s money that drives change \u2013 and so citizens are becoming activists when they shop or choose who to do business with.\nConsumers are driving the next great social change via their wallets\nStudies show a dramatic rise in consumers revolting against the status quo via the power of their wallet \u2013 they\u2019re boycotting the businesses who don\u2019t align with their values in droves.\nAnd if companies think they\u2019re operating in an area difficult to navigate with the current generations in power \u2013 that it\u2019s too risky to take a stand \u2013 they are woefully unprepared for the next generation of leaders and buyers to rise.\nSome companies are struggling to define the values and beliefs for which they stand, but consumers are helping them quickly figure it out.\nThough the needle hasn\u2019t actually moved much on women in leadership roles for years, those who have risen are lending their voices via their wallets, wisdom, and experiences to push things forward. We\u2019ve carried Gen Z within our wombs, then raised them to be quicker to adopt the bravery passed along to us by the generations of women before us.\n\u201cIncremental change can lead to revolution, and it's often the result of the unglamorous, heavy lifting of activism led by women.\" https:\/\/t.co\/w6t1RI2yYF\n\u2014 Shannon Watts (@shannonrwatts) January 11, 2020\nToday, purpose must be more than a marketing tactic. Brands can spend millions on engaging emails, social media, and offers, but the consumer today is incredibly smart. If businesses are doing a lot of talking about changing things, but not taking action, they might as well be throwing that money away.\n\u201cIf you don\u2019t stick to your values when they\u2019re being tested, they\u2019re not values: they\u2019re hobbies.\u201d \u2013 Jon Stewart\nThe simple truth is that no amount of advertising budget can overcome the power of authenticity, the will of the people, and the movements driven by those committed \u2013 on every level \u2013 to a cause.\nTake for example this powerful speech by Brenda Moss given in front of a crowd of volunteers gathered to advance gun safety, as news of another mass shooting arrived. No matter who you are, no matter how big your bottom line, you cannot compete with the power of belief and conviction.\nImagine being a brand that doesn\u2019t align with the values of the people in this room, then understand how unlikely it is that you\u2019ll ever earn one dime of their money.\nYou can\u2019t inspire passion and loyalty, or talk authenticity without being authentic. You cannot expect to be a leader if you aren\u2019t willing to stand up for what\u2019s important.\n3 senseless events in 8 days. It is time for US leasdership to step up and do their jobs of protecting our citizens. We stand united behind the people of Gilroy, El Paso and Dayton. It is time for this to stop.\n\u2014 Paula Hansen (@pshansen2) August 4, 2019\nWhen she talks, I hear the revolution: What are the things that matter to consumers?\nThe anger and sorrow that serve as the foundation of revolutions have been sparked this year. If you\u2019re not addressing the social injustices that Black people face, the importance of diversity and inclusion, climate change, or other inequities today, you won\u2019t have the opportunity tomorrow.\nPeople are done waiting for change. They are now demanding it, and they will not stop until these issues have been appropriately addressed.\nCircling back to two years ago, I was fortunate enough to speak at the invitation of NewsCred for their ThinkContent conference, where I heard the most powerful keynote of my life.\nStacy Minero, Global Head of Twitter Art House, left the audience in tears, rising up to applaud her.\nIncredible presentations at #ThinkContent2018, #hereweare pic.twitter.com\/qJdrM3xXco\n\u2014 Bethelle Desmond (@BethelleDesmond) June 6, 2018\nEarlier this year, I was fortunate to have connected with Cali Green, a force of nature who is in the business of literally creating a better world.\nYou don't need permission to be in the room if your hands were the first to push open the door. Speak up.\n\u2014 Cali (@caligreen) February 18, 2016\nIt\u2019s difficult to express just how how talented Erica Davis is \u2013 from innovation to strategy to WNBA star, she\u2019s accomplished so much \u2013 and she\u2019s only just beginning.\nPleasure to be a part of this dynamic and #progressive conversation. It's only the beginning! \ud83d\ude4c\ud83c\udffe #lifeatsap #sap4good #CXTweetchat https:\/\/t.co\/VnnblvupQT\n\u2014 Erica Rosheda (@brainechick) June 26, 2020\nIt\u2019s my tremendous honor to host these three for a session on purpose, diversity, and inclusion on behalf of SAP Customer Experience for our annual event, which will be held online this year.\nI promise, when you hear them talk, you\u2019ll hear the revolution.\nWatch the on-demand session HERE.","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#Article_Person","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#Article_Person_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/01\/JennVandeZande_Profile_Pic_2018-1-150x150.jpg"},"name":"Jenn Vande Zande","sameAs":["https:\/\/twitter.com\/jennvzande","https:\/\/www.linkedin.com\/in\/jennvandezande"],"url":"https:\/\/www.the-future-of-commerce.com\/contributor\/jenn-vande-zande\/"},"dateModified":"2021-09-24T13:51:49+00:00","datePublished":"2020-09-11T06:27:51+00:00","description":"No advertising or marketing budget can overcome the power of consumers committed to purpose. When she talks I hear the revolution. Are you listening?","headline":"When she talks, I hear the revolution: It's no longer enough to hold the line","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#Article_ImageObject","height":"630","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/09\/when-she-talks-i-hear-the-revolution-1200x630.jpg","width":"1200"},"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/","name":"When she talks, I hear the revolution: It's no longer enough to hold the line","publisher":{"@type":"Organization","@id":"https:\/\/www.the-future-of-commerce.com\/","additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","logo":{"@type":"ImageObject","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","width":"500"},"name":"The Future of Customer Engagement and Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"url":"https:\/\/www.the-future-of-commerce.com\/"},"url":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#Article"},{"@context":"http:\/\/schema.org","@type":"Organization","logo":{"@type":"ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","width":"500","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1"},"name":"The Future of Customer Engagement and Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","url":"https:\/\/www.the-future-of-commerce.com\/","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","@id":"https:\/\/www.the-future-of-commerce.com\/"},{"@type":["Article"],"@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#Article","@context":{"@vocab":"http:\/\/schema.org\/","kg":"http:\/\/g.co\/kg"},"url":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/","publisher":[{"@id":"https:\/\/www.the-future-of-commerce.com\/"}],"author":[{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#Article_author_Person","image":[{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#Article_author_Person_image_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/01\/JennVandeZande_Profile_Pic_2018-1-150x150.jpg"}],"sameAs":["https:\/\/twitter.com\/jennvzande","https:\/\/www.linkedin.com\/in\/jennvandezande\nhttps:\/\/twitter.com\/jennvzande"],"url":"https:\/\/www.the-future-of-commerce.com\/contributor\/jenn-vande-zande\/","name":"https:\/\/www.the-future-of-commerce.com\/contributor\/jenn-vande-zande\/"}],"subjectOf":[{"@type":"FAQPage","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#Article_subjectOf_FAQPage","mainEntity":[{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#subjectOf_FAQPage_mainEntity0","name":"Consumers are driving the next great social change via their wallets","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#subjectOf_FAQPage_mainEntity0_acceptedAnswer_Answer","text":"<a href=\"https:\/\/sproutsocial.com\/insights\/data\/championing-change-in-the-age-of-social-media\/\" target=\"_blank\" rel=\"noopener\">Studies show<\/a> a dramatic rise in consumers revolting against the status quo via the power of their wallet \u2013 they\u2019re boycotting the businesses who don\u2019t align with their values in droves.And if companies think they\u2019re operating in an area difficult to navigate with the current generations in power \u2013 that it\u2019s too risky to take a stand \u2013 they are woefully unprepared for the <a href=\"https:\/\/www.forbes.com\/sites\/sap\/2020\/09\/10\/hiring-gen-z\/#1967bd6c2041\" target=\"_blank\" rel=\"noopener\">next generation of leaders and buyers to rise.<\/a>Though the needle hasn\u2019t actually moved much on women in leadership roles for years, those who have risen are lending their voices via their wallets, wisdom, and experiences to push things forward. We\u2019ve carried Gen Z within our wombs, then raised them to be quicker to adopt the bravery passed along to us by the generations of women before us.<a href=\"https:\/\/www.forbes.com\/sites\/sap\/2019\/09\/04\/bulletproof-backpacks-and-plastic-rain-why-brands-are-acting-on-social-issues\/#1b9f1fdd77e9\" target=\"_blank\" rel=\"noopener\">Today, purpose must be more than a marketing tactic<\/a>. Brands can spend millions on engaging emails, social media, and offers, but the consumer today is incredibly smart. If businesses are doing a lot of talking about changing things, but not taking action, they might as well be throwing that money away.The simple truth is that no amount of advertising budget can overcome the power of authenticity, the will of the people, and the movements driven by those committed \u2013 on every level \u2013 to a cause.Take for example this powerful speech by Brenda Moss given in front of a crowd of volunteers gathered to advance gun safety, as news of another mass shooting arrived. No matter who you are, no matter how big your bottom line, you cannot compete with the power of belief and conviction.Imagine being a brand that doesn\u2019t align with the values of the people in this room, then understand how unlikely it is that you\u2019ll ever earn one dime of their money.<iframe src=\"https:\/\/www.youtube.com\/embed\/jsOAlIw7gjw?start=6\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe>You can\u2019t inspire passion and loyalty, or talk authenticity without being authentic. You cannot expect to be a leader if you aren\u2019t willing to stand up for what\u2019s important."}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#subjectOf_FAQPage_mainEntity1","name":"When she talks, I hear the revolution: What are the things that matter to consumers?","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#subjectOf_FAQPage_mainEntity1_acceptedAnswer_Answer","text":"The anger and sorrow that serve as the foundation of revolutions have been sparked this year. If you\u2019re not addressing the <a href=\"https:\/\/www.youtube.com\/watch?v=ZWBppiSkr1M\" target=\"_blank\" rel=\"noopener\">social injustices that Black people face<\/a>, the importance of diversity and inclusion, climate change, or other inequities today, you won\u2019t have the opportunity tomorrow.People are done waiting for change. They are now demanding it, and they will not stop until these issues have been appropriately addressed.Circling back to two years ago, I was fortunate enough to speak at the invitation of <a href=\"https:\/\/twitter.com\/newscred\" target=\"_blank\" rel=\"noopener\">NewsCred<\/a> for their ThinkContent conference, where I heard the most powerful keynote of my life.It\u2019s my tremendous honor to host these three for a session on purpose, diversity, and inclusion on behalf of SAP Customer Experience for our annual event, which will be held online this year."}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#subjectOf_FAQPage_mainEntity2","name":"I promise, when you hear them talk, you\u2019ll hear the revolution.","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#subjectOf_FAQPage_mainEntity2_acceptedAnswer_Answer","text":"<em>Watch the on-demand session <a href=\"https:\/\/cxlive2020.sapevents.com\/?campaigncode=CRM-HY20-PCX-VCXLIVES04&amp;source=fcee\" target=\"_blank\" rel=\"noopener\">HERE<\/a>.<\/em>"}]}]}],"image":[{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/#Article_image_ImageObject","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/09\/when-she-talks-i-hear-the-revolution-1200x630.jpg","width":"1200","height":"630"}],"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2020\/09\/11\/when-she-talks-i-hear-the-revolution\/","articleBody":"\n        \u201cExisting along the path of least resistance will no longer do; companies cannot merely say they stand for something \u2013 they must actually be perceived as standing up for those causes and societal issues.\u201d\nIt\u2019s been two years since I wrote those words, but it feels like lifetimes have since passed within that space.\n\u201cHold the line\u201d used to be something I\u2019d say when hoping to inspire others to stand up or hang on. But I\u2019ve reconsidered that:\nIt\u2019s no longer enough to hold the line.\nThose of us with power and privilege must advance the line.\nAs core, unwritten social contracts lie in tatters, people are turning to companies to fill the void that\u2019s been left. We\u2019ve recognized that it\u2019s money that drives change \u2013 and so citizens are becoming activists when they shop or choose who to do business with.\nConsumers are driving the next great social change via their wallets\nStudies show a dramatic rise in consumers revolting against the status quo via the power of their wallet \u2013 they\u2019re boycotting the businesses who don\u2019t align with their values in droves.\nAnd if companies think they\u2019re operating in an area difficult to navigate with the current generations in power \u2013 that it\u2019s too risky to take a stand \u2013 they are woefully unprepared for the next generation of leaders and buyers to rise.\nSome companies are struggling to define the values and beliefs for which they stand, but consumers are helping them quickly figure it out.\nThough the needle hasn\u2019t actually moved much on women in leadership roles for years, those who have risen are lending their voices via their wallets, wisdom, and experiences to push things forward. We\u2019ve carried Gen Z within our wombs, then raised them to be quicker to adopt the bravery passed along to us by the generations of women before us.\n\n\nToday, purpose must be more than a marketing tactic. Brands can spend millions on engaging emails, social media, and offers, but the consumer today is incredibly smart. If businesses are doing a lot of talking about changing things, but not taking action, they might as well be throwing that money away.\n\u201cIf you don\u2019t stick to your values when they\u2019re being tested, they\u2019re not values: they\u2019re hobbies.\u201d\n\u2013 Jon Stewart\nThe simple truth is that no amount of advertising budget can overcome the power of authenticity, the will of the people, and the movements driven by those committed \u2013 on every level \u2013 to a cause.\nTake for example this powerful speech by Brenda Moss given in front of a crowd of volunteers gathered to advance gun safety, as news of another mass shooting arrived. No matter who you are, no matter how big your bottom line, you cannot compete with the power of belief and conviction.\nImagine being a brand that doesn\u2019t align with the values of the people in this room, then understand how unlikely it is that you\u2019ll ever earn one dime of their money.\n\nYou can\u2019t inspire passion and loyalty, or talk authenticity without being authentic. You cannot expect to be a leader if you aren\u2019t willing to stand up for what\u2019s important.\n\n\nWhen she talks, I hear the revolution: What are the things that matter to consumers?\nThe anger and sorrow that serve as the foundation of revolutions have been sparked this year. If you\u2019re not addressing the social injustices that Black people face, the importance of diversity and inclusion, climate change, or other inequities today, you won\u2019t have the opportunity tomorrow.\nPeople are done waiting for change. They are now demanding it, and they will not stop until these issues have been appropriately addressed.\nCircling back to two years ago, I was fortunate enough to speak at the invitation of NewsCred for their ThinkContent conference, where I heard the most powerful keynote of my life.\nStacy Minero, Global Head of Twitter Art House, left the audience in tears, rising up to applaud her.\n\n\nEarlier this year, I was fortunate to have connected with Cali Green, a force of nature who is in the business of literally creating a better world.\n\n\nIt\u2019s difficult to express just how how talented Erica Davis is \u2013 from innovation to strategy to WNBA star, she\u2019s accomplished so much \u2013 and she\u2019s only just beginning.\n\n\nIt\u2019s my tremendous honor to host these three for a session on purpose, diversity, and inclusion on behalf of SAP Customer Experience for our annual event, which will be held online this year.\nI promise, when you hear them talk, you\u2019ll hear the revolution.\nWatch the on-demand session HERE.\n\n\n\t\n      ","name":"When she talks, I hear the revolution: It's no longer enough to hold the line","dateModified":"2021-09-24T13:51:49+00:00","datePublished":"2020-09-11T06:27:51+00:00","headline":"When she talks, I hear the revolution: It's no longer enough to hold the line","description":"No advertising or marketing budget can overcome the power of consumers committed to purpose. 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