Zeeshan Masud, Director Client Experience, Weber Shandwick MENATCrises have a way of disrupting not just operations, but expectations. They often force brands to confront the space between their stated values and how they actually behave. In moments of tension, this gap becomes visible, and it can define how a brand is perceived for years to come.
Some brands opt for silence, if saying nothing might be the least risky approach. But audiences today are more alert to what is said, and just as importantly, to what is left unsaid. Remaining quiet is rarely interpreted as neutral. Increasingly, people are evaluating brands through the lens of what they represent, not just what they offer.
This makes communications more complex than ever. Speaking up without clarity or relevance can sound superficial. Saying nothing at all can appear disengaged or evasive. For organisations with global footprints and diverse audiences, the challenge is real. Yet avoiding the conversation altogether no longer seems like a safe or sustainable path.
Brands that navigate moments of crisis most effectively are those that move with purpose. They do not rush to issue reactive statements. Instead, they take time to understand the context, to consult internally and act in ways that reflect their values. Their responses are not loud, but deliberate, and that makes all the difference.
This shift reflects a deeper change in how brand trust is built. Consumers, employees and investors are no longer satisfied with polished messaging alone. They want to see alignment between what a brand says and what it does. Loyalty is becoming more closely tied to a brand’s credibility and consistency, particularly during periods of uncertainty.
Public sentiment is also translating more directly into spending behaviour. Audiences are expressing their views through the choices they make. Increasingly, purchasing decisions are influenced by how a brand engages with the world around it. Whether companies intend to join public conversations or not, they often find themselves caught up in them.
For those leading communications, the path forward calls for greater thoughtfulness. It is no longer enough to stay on the sidelines. Silence can be misread as indifference or avoidance. At the same time, there is no value in speed if it compromises substance. Any response should be considered, contextual and rooted in the brand’s identity.
Most importantly, communication should never exist in isolation. It must reflect real action. If a brand claims to prioritise inclusion, fairness or community, those values should be evident in how it treats its people, how it does business and how it shows up when it matters most. A carefully written message, without the weight of meaningful follow-through, carries little influence.
In a world where attention spans are low, but expectations are high, the brands that endure are those that move with clarity, consistency and care. This is where trust begins and reputations are protected, even in the most challenging times.
By Zeeshan Masud, Director Client Experience, Weber Shandwick MENAT
