#013: How to Take a Stand in Business Without Losing Customers or Sales

Let’s be real—taking a stand in business feels riskier than ever.

Say the wrong thing, and you could lose customers. Stay silent, and you could lose trust. So where’s the middle ground? How do you advocate for what matters without putting your business in jeopardy?

I know this struggle firsthand because I’ve been there. As a business owner, I’ve spent years navigating how to align my values with my work without alienating the very people I’m here to serve. And here’s what I’ve learned:

Advocacy isn’t about being the loudest voice in the room. It’s about being the most intentional.

So if you’ve been wrestling with whether to speak up, how to take action, or what advocacy could look like for your business, I’ve got you covered.

Let’s break it down.

Why Staying Silent Might Not Be the “Safe” Choice Anymore

For a long time, business owners could stay neutral. Keep your head down, focus on sales, and leave the “big conversations” to someone else.

But the world has changed.

Today, customers are making purchasing decisions based on more than just price—they want to know who you are, what you stand for, and whether your business aligns with their values.

And here’s the reality:
→ If you speak up, you might turn some people away.
→ But if you stay silent, you might lose the trust of your most loyal customers.

Neither path is risk-free. But there is a way to advocate for what matters without harming your business—and that’s exactly what we’re diving into.

The Three Levels of Advocacy in Business

Not all advocacy looks the same. You don’t have to be an activist to stand for something. You just need to find the approach that aligns with your mission, audience, and comfort level.

Here are the three ways you can advocate in your business:

1. Quiet Advocacy: Let Your Business Speak for Itself

This is for business owners who want their actions to do the talking rather than public statements.

How to do it:

• Add a Canadian flag emoji 🇨🇦 or another subtle symbol to your Instagram bio.
• Feature diverse voices in your content, marketing, and brand storytelling.
• Donate a portion of your revenue without publicly announcing it.
• Work only with ethically aligned brands and vendors.

🔹 Risk Level: Low
🔹 Impact: Gradual but powerful over time

2. Subtle Advocacy: Educate and Lead Conversations

This is for entrepreneurs who want to gently guide their audience into deeper awareness without taking a hard public stance.

How to do it:

• Share educational content without injecting personal opinion.
• Use storytelling. Instead of saying, “You should care about this,” say, “Here’s why this matters to me and my business.”
• Interview experts on your podcast or collaborate with mission-driven brands.
• Highlight organizations doing great work without making a direct endorsement.

🔹 Risk Level: Medium
🔹 Impact: Builds trust and encourages dialogue

3. Direct Advocacy: Taking a Public Stand

This is for business owners who feel compelled to make a statement and use their platform for advocacy.

How to do it:

• Make a clear public statement on social media or in an email.
• Host a webinar or event to educate your audience on an issue.
• Set up a donation-based campaign to fund organizations that align with your values.
• Use your platform to amplify underrepresented voices.

🔹 Risk Level: Higher, but builds deep brand loyalty
🔹 Impact: Immediate and highly visible

How to Advocate Without Losing Customers or Sales

Once you know your level of advocacy, the next step is making sure you do it strategically so it doesn’t harm your business.

Here’s how:

✔ Know your non-negotiables. What are your core values? What matters to your brand? Define this before speaking up.

✔ Frame your message intentionally. Instead of saying, “Everyone should care about this!” reframe it as, “Here’s why this aligns with my business and my mission.”

✔ Prepare for pushback. Not everyone will agree with you. That’s okay. Decide how you’ll handle criticism ahead of time.

✔ Take action beyond words. Donations, collaborations, or simply making sure your business reflects your values are all forms of advocacy.

✔ Don’t over-explain. You don’t owe everyone a justification for what you believe in. Say what you need to say, stand firm, and move forward.

Your Business, Your Rules

At the end of the day, you get to decide what advocacy looks like for you.

You don’t have to be the loudest voice. You don’t have to alienate half your audience. You don’t have to take a stand on every issue.

What matters is that your business reflects your values in a way that feels authentic and sustainable.