Values, Wokeness, and Social Media: Walking the Fine Line

What Do You Stand For? And Should You Post About It?

There was a time when brands—especially luxury brands—could exist in their own polished little bubble. The only thing that mattered was an impeccable product, a stunning campaign, and the right people wearing, using, or endorsing it. Those days? Long gone.

Now, brands—personal and corporate—are expected to have a voice. To stand for something. To show up when cultural moments arise. And while that’s not necessarily a bad thing, it does present a challenge: How do you navigate this expectation without veering into performative wokeness?

This isn’t just a question for the Nikes and Guccis of the world. If you’re growing a personal brand, a small business, or even just a creative presence online, this conversation is knocking at your door.

So, let’s talk about how to approach social issues on your platform with authenticity and intention—without losing your audience (or your sanity) in the process.

Posting with Purpose: Not Every Conversation is Yours to Lead

There’s an unspoken pressure in the digital world: Post something, or people will assume the worst. This was never clearer than on Blackout Tuesday in 2020, when brands and individuals alike flooded Instagram with black squares—some with real intent, others because they felt they had to.

The reality? Silence is no longer neutral. If your audience is looking to you for leadership and you say nothing, they notice. But here’s the nuance:

🖤 Not every topic is yours to speak on. Some conversations require depth, lived experience, and expertise. Jumping in just to “say something” can feel hollow—or worse, harmful.

🖤 If you do post, make sure it aligns with your values. A post without action behind it is just noise.

🖤 Be ready to stand behind your words. If you take a public stance, understand that social media is not just a fleeting moment—it’s a digital receipt.

In short: It’s okay to not post about every trending social issue. But when you do speak up, do it with intention.

Branding 101: Your Values Should Be Your North Star

Long before social media, brands had values. The difference? Those values were mostly internal—guiding decisions, partnerships, hiring practices, and leadership choices. Today, those values are front-facing. Your audience expects to see them in action.

And here’s the kicker: If your brand is unclear on its values, you’ll struggle when it’s time to make a call.

So, let’s break it down. Ask yourself:

✔️ What are the 3-5 core values of my brand?

✔️ What conversations do I feel equipped (and qualified) to lead?

✔️ Where do I draw the line? What won’t I engage with?

Knowing these things before a crisis or cultural moment happens means you won’t be scrambling to decide whether or not to post—you’ll already know.

The “Luxury” of Staying Out of the Conversation

If you work in the luxury space, you’ve probably seen it: The brands that sit quietly while the world debates, protests, or calls for change. For decades, that silence was part of their mystique.

But social media changed that.

Silence is now a statement in itself—one that can either be read as “we don’t care” or “we’re listening.” Which one it is depends entirely on how you’ve built your brand.

Take fashion houses, for example. Some have long-standing commitments to sustainability, diversity, and ethical sourcing, making it easy to stand by those values when the world asks them to. Others? Well, let’s just say their delayed “solidarity” posts and vague commitments to change are met with well-earned skepticism.

This applies to personal brands too. If you’ve built your presence on authenticity, your audience will trust you when you take time to speak thoughtfully. But if you suddenly pivot to activism with no foundation? It’s going to feel off.

Social Media is a Croissant, Not a Checklist

Many thought leaders will tell you: just post this, say that, and you’ll be fine. But social media isn’t a formula—it’s a flaky, layered, beautifully imperfect croissant. You don’t check off authenticity. You bake it in.

And sometimes? That means knowing when to step back, listen, and learn before jumping into the conversation.

If you’re unsure how to navigate a cultural moment on social media, ask yourself:

✔️ Would I talk about this if social media didn’t exist?

✔️ Does this align with my brand’s values and actions?

✔️ Is my audience expecting my perspective on this?

✔️ Am I ready to stand behind my words beyond this one post?

If the answer is yes, then post. If not? Sit with it. Social media moves fast, but your brand should be built for the long game.

Final Thoughts: Influence is a Responsibility

Like it or not, building a brand—whether personal or business—comes with influence. And with influence comes responsibility.

But responsibility doesn’t mean posting about everything. It means knowing who you are, what you stand for, and how you choose to show up in the world.

So the next time a hashtag holiday, social movement, or cultural moment takes over your feed, take a beat. Drink a coffee, eat a croissant, and ask yourself:

Am I adding something valuable? Or just filling space?

The brands that navigate this space well aren’t the loudest. They’re the ones with a clear, unwavering sense of self. And that? That’s the real je ne sais quoi.