Uploaded July 2025 | Updated September 2026, 2 weeks ago
Sometimes, the best way to make a statement is with silence. For the entire month of May, LL Bean has been pausing all social media to support mental health. In this episode of The Briefcase, Makaila Hickey, Sutherland Weston's Digital Content Strategist, walks us through the reasoning behind and the impacts in the wake of the brand's seasonal silence.
What you'll learn:
• Having your brand take a stand on well-being and other values adds new dimensions for consumers to latch onto.
• Sacrificing online presence in a community-minded manner can give rise to a brand's earned media.
• Consumers, ages 20 to 40, will support brand sincerity over social media presence.
Sometimes, the best way to make a statement is with silence. For the entire month of May, LL Bean has been pausing all social media to support mental health. In this episode of The Briefcase, Makaila Hickey, Sutherland Weston's Digital Content Strategist, walks us through the reasoning behind and the impacts in the wake of the brand's seasonal silence.
What you'll learn:
• Having your brand take a stand on well-being and other values adds new dimensions for consumers to latch onto.
• Sacrificing online presence in a community-minded manner can give rise to a brand's earned media.
• Consumers, ages 20 to 40, will support brand sincerity over social media presence.
