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🦩 4 Guidelines for Tragedy Response

Updated: Jun 2, 2022

The tragedy in Uvalde, TX rocked us to our core. We are grieving for the families and parents of the beautiful souls we lost too soon.

As Latina mompreneurs, we want to take this opportunity to talk about to how to connect with your audience authentically and empathetically during a tragedy—without sounding like you're taking advantage of the situation.

When a tragedy happens, most companies feel the pressure to say something just because everyone else is doing it. Not every tragedy aligns with your brand, and everyone expresses grief in their own way. Loved the way this writer expressed grief on LinkedIn.

4 Guidelines for Tragedy Response

1. In times of grief and crisis, when in doubt, say nothing. Really, if you can't say something kind, don't say anything at all.

2. If you simply MUST say something, do not commercialize it. Don't include a photo of your product or a million and one hashtags to get more eyes on your post.

3. Don't politicize your message. No matter where you are on the political spectrum, this is the time to mourn with the community, support, and feel the pain of the immeasurable loss. This doesn't mean you can't take action in what you believe in, there's a place and time to do that. And by all means, do something to make a difference, especially if it directly helps those families suffering their worst nightmare.

4. Be authentic and empathetic in your messaging. It has to be real to you and your brand. Don't pretend. It won't get you any brownie points and worse, it can damage your brand.


We are all grieving and it's not business as usual. For a moment, let's be human, show kindness, and check in with our loved ones. ‘We’ll get through this. We may not look the same, but we’ll get through it.



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