Why Your Business is Inherently Political: Embracing Values-Based Branding
The current political climate has been overwhelming—a constant barrage of concerning news that’s left me feeling uncertain and drained. And I’m not even American. The Canadian political system is showing its own troubling signs, and as women entrepreneurs, we need to address this reality head-on.
Business Is Inherently Political
Let’s be completely honest with ourselves: business is inherently political. Every decision we make—from who we hire to where we source materials to which clients we serve—reflects our values and, by extension, our political beliefs.
You might hesitate to share your political opinions because you’re afraid of rocking the boat with potential customers. But ask yourself: do you really want to work with people who fundamentally disagree with your core values? Your business values aren’t just internal guidelines—they’re a crucial component of your brand identity.
There’s an undeniable anxiety hanging in the digital air right now, affecting how we create, how we market, and how we connect with our audiences. Many of us are questioning whether we want to continue building on platforms controlled by billionaires whose values may not align with our own. As algorithms increasingly work against voices that challenge the status quo, owning your digital real estate—your website, email list, and podcast—becomes more critical than ever.
The Extinction Burst of the Patriarchy
I recently came across a powerful concept that perfectly articulates what we’re witnessing: the “Extinction Burst of the Patriarchy.” This concept, shared by Gina from @theshabbycreekcottage, illuminated what I’d been feeling but couldn’t name.
An extinction burst occurs when a system on the verge of elimination fights desperately to survive. Think of someone frantically shaking a broken vending machine before finally accepting it doesn’t work. We’re seeing this play out through increased political extremism, attempts to control women’s bodies, efforts to silence marginalized communities, and pushes to reinforce outdated gender roles.
But here’s the silver lining: The patriarchy wouldn’t be reacting so strongly if it weren’t genuinely threatened by our progress. These desperate measures reveal an underlying fear of losing control.
Harnessing Your Business for Positive Change
As business owners, we possess unique power to drive meaningful change. Economic influence is one of the most effective tools for transformation in our capitalist society. Here’s how you can leverage your business as a force for good:
1. Communicate Your Values Clearly
You don’t need to turn every Instagram caption into a political manifesto, but be transparent about what you stand for and who you serve. When issues arise that affect your industry or community, use your platform to speak up—even when it feels uncomfortable.
2. Vote With Your Business Dollars
Support women-owned, LGBTQ+, and BIPOC-owned businesses. Examine where your business spending goes, from website hosting to office supplies. Small shifts in spending habits create powerful collective impact when enough of us make conscious choices.
3. Participate in Broader Change
Continue voting, protesting, and advocating for progressive policies. Refuse to comply with systems that perpetuate harm by adapting your business practices, making your marketing more inclusive, or amplifying voices that need greater visibility.
4. Build the Future Now
Create a business that operates with integrity, values people alongside profit, and demonstrates that alternative models are viable. As the old structures crumble, focus on constructing something better.
They want you exhausted, scared, and defeated enough to give up. Don’t fall for it. Maintain hope and take small, consistent steps forward.
Practical Ways to Align Your Brand With Your Values
Ready to more explicitly connect your business with your values? Here’s how to start:
Get Crystal Clear on Your Beliefs
Begin by articulating what you personally believe in. Write it down clearly: “I believe in equality,” “I believe everyone deserves healthcare,” “I believe in climate justice.”
Identify your non-negotiables—the principles you refuse to compromise on—and let these guide your business decisions.
Focus on Connection, Not Conversion
Accept this important truth: you can rarely change someone’s deeply held opinions. Instead of trying to convert others to your viewpoint, focus on building community with those who share your values or are open to evolving their understanding.
Practical Implementation Strategies
- Update your website: Create a dedicated “Our Values” or “What We Stand For” section on your About page. Make your beliefs visible to anyone considering working with you.
- Incorporate visual signals: Add symbols that represent your values in your website footer or marketing materials. Choose diverse, inclusive imagery that reflects your commitment to representation.
- Develop values-based policies: Publicly share guidelines about who you will and won’t work with. For example: “We do not work with businesses that discriminate against marginalized communities.”
- Donate strategically: Commit a percentage of profits to organizations aligned with your values, and share which causes you support and why they matter to you.
- Create values-informed content: Integrate educational posts about issues important to you alongside your regular business content.
- Be transparent about practices: Explain how your values influence decisions about pricing, hiring, sourcing, and other business operations.
Values-Based Branding Is Good Business
Contrary to conventional wisdom that advises keeping politics out of business, aligning your brand with your authentic values can significantly strengthen your business. Not only will you attract clients and customers who energize rather than drain you, but you’ll contribute to building a better world.
Being political in your business doesn’t require becoming a full-time activist (unless that’s your calling). It simply means being honest about your values and making decisions that align with them. It means creating a brand that stands for something beyond profit.
Your small business is helping dismantle outdated systems one client, one sale, one authentic connection at a time. Never underestimate the power of what you’re building.
