In an era where every click and share counts—and product and marketing strategies are spun out in mere hours based on TikTok trends—brands are caught in the whirlwind of staying true to their core while trying to appease an ever-diverse and evolving audience. The struggle for authenticity is real. 

The recent Bentley-Gallup Business in Society Report underscores the nuance of this balancing act. While older demographics might prefer neutrality on sociopolitical topics, younger, Black and Asian audiences seek brands that vocally resonate with their values. And overall, sentiment about the impact business has on society continues to trend in a more positive direction.

The takeaway? More than ever, marketers need to figure out how to walk the tightrope between brand safety and authenticity—while realizing and preparing for the impact those positions are likely to have. It’s about understanding the depths of brand values and acknowledging the multifaceted landscape of consumer perception. A misstep with one demographic, while supporting or intending to appeal to another, can lead to a ripple effect of unintended consequences–whether it’s Bud Light or Chick-fil-A. In those crisis moments, brands are confronted with what might seem like a lack of control of their own image. Or as Marty Neumeier said in his book, "The Brand Gap," “Your brand isn’t what you say it is. It’s what they say it is.”

It would be good if more brands supported inclusivity, of course. But brands that do so might risk losing older customers, and each brand has to ask itself if the stand is worth taking.  

Regardless of the demographic a brand aims to reach, the historical concept of “safe spaces” —places where marginalized groups feel secure and free from bias or criticism—offers insightful lessons.

Consider spaces such as the Ali Forney Center, which offers not only a physical shelter, but also an environment of acceptance and growth for LGBTQ+ youth. 

Similarly, brands can foster these safe spaces in their communications.

Of course, here it's less about the actual physical realms but more about nurturing trust, understanding and authenticity. To state it simply: It’s about knowing and avoiding what will cause that “ick” factor in customers. 

Assuming brands have already done the heavy internal lift of clarifying their brand values, there are practical steps they can take to ensure that vision pulls through in all their advertising:

Continuous audience research and measurement

Safe spaces maintain open lines of communication, often through groups that share experiences and emotions, to understand the needs of their members. By monitoring audience behaviors and preferences— that is, by “listening”— brands can ensure that their marketing and communication strategies align with real-time insights.

Inclusion and exclusion lists

Safe spaces are, by definition, environments where distressing triggers are minimized. The same can be done within a contextual advertising strategy by leveraging inclusion and exclusion lists. Here brands can ensure they maintain their integrity by keeping clear of unsuitable content that might trigger or alienate members of their audience. 

Use a test-and-learn approach

In the same way that safe spaces often adapt and evolve based on the changing needs and feedback of their communities, brands can use analytical tools to test ads in small runs in various contexts. This iterative approach helps to refine strategies and avoid potential pitfalls. 

Commit to transparency

Just as safe spaces value honesty and clarity in their mission and dealings with their communities, brands should always be transparent about their values, as well as their advertising strategies and goals. Authentic communication builds trust. Brands should remain consistent in their values, whether during Pride month or election season. 

The average consumer is bombarded with countless ads daily, and those that stand out are ones that respect their space, speak authentically and acknowledge the realities of today's world. (And of course, some stand out for their inauthenticity, in a way that no brand wants. Remember Kendall Jenner pacifying social protests with a Pepsi?) Brands that can accomplish respectful authenticity will not only enjoy the loyalty of their consumers but also help in shaping an inclusive and understanding digital landscape. 

The new brand safety isn’t just about where the ads are placed, but also about how they make consumers feel. It's about recognizing the need for safe spaces, both in the physical and digital realms, and striving to create them. Because, at the end of the day, authenticity in branding is about understanding, respecting and valuing the consumer, wherever they come from.