Why ‘advocacy’ has earned a valid place in the corporate lexicon

When staffers at the Internet Society took to their personal social media accounts to voice their support for the society’s position on handing off oversight of the internet’s domain name to ICANN, they weren’t pitching anything.

The society wasn’t selling anything, nor did it enlist employees in trying to help pitch anything. These were highly engaged employees who took it upon themselves to help people in their networks understand a complicated and misunderstood issue.

Increasingly, companies are voicing positions on issues that affect society. In recent months we have seen companies take sides on transgender bathroom rights, religious liberty laws, global warming and a variety of other causes.

Whereas most organizations once stayed silent rather than risk the ire of some customers and other stakeholders, leaders now recognize that stakeholders now make purchases and investment and employment decisions based on a company’s demonstrated commitment to their values and their resolve to make the world a better place.