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Take a People-First Approach to Brand Safety

Quartz Editorial Team

Quartz Editorial Team

The Power of Putting People First for Brands

When brands take a people-first approach to problem solving, they place the needs of others at the center of their response to create deeper connections. 

Twitter’s Caitlin Rush shares the importance of taking a human-centered approach in her recent presentation, “The Power of Putting People First for Brands.”  

Brand Safety Delivers Human Safety 

As the Global Lead among Twitter’s team of Brand Safety Specialists, Rush explains how putting people first shifts the way you solve problems to focus on people’s needs. 

“For Twitter, this means grounding all of the work we do in our mission to serve the public conversation, and to protect the health and integrity of that conversation,” she said. 

At the end of the day, people want to feel comfortable, they want to feel confident, and they want to feel like they contribute. 

Caitlin Rush, Global Lead, Brand Safety Specialists at Twitter

Twitter’s policies are developed around the people they serve. They want everyone to feel safe sharing their voice and engaging in meaningful conversations.   

“At the end of the day, people want to feel comfortable, they want to feel confident, and they want to feel like they contribute,” Rush said. 

Achieving a People-First Approach 

She shared three ways to help achieve this along with examples of brands doing a great job with this including, McDonald’s and Ben & Jerry’s: 

  1. Listen – Hear what others are saying about your brand both online and off 
  2. Build Your Community – Leverage what you hear to find your biggest fans and create a true connection 
  3. Showcase Diverse Voices – celebrate and learn from those using your products and services 

Rush shares tools available to help you accomplish each of these steps from her own experience at Twitter and among leading brands. To learn more, watch the full presentation, “The Power of Putting People First for Brands.”