The past 100 days have been a whirlwind, marked by a profound transformation in our public health landscape—not only in the United States, but with repercussions reverberating around the world. Like many of you, we’ve not only felt this transformation, but have been at the forefront of charting new paths through it.
Amid unprecedented challenges—federal funding cuts; legal constraints on diversity, equity and inclusion initiatives; and a polarized public discourse on health equity—our work has been guided by one core question: How can organizations and brands stay true to their mission while navigating a landscape fraught with political and social headwinds?
In an environment changing by the minute, there is no one right answer. There are, however, four key principles rooted in strategic agility, authentic communication and a nuanced understanding of the evolving landscape that have guided our efforts:
RESILIENT ORGANIZATIONS WILL MAKE THE BUSINESS CASE FOR HEALTH EQUITY
The anti-DEI movement has infiltrated nearly every aspect of health, posing immediate, wide-reaching and long-term consequences for health equity. For brands to safeguard progress and mitigate risks, we have to reframe the conversation. Equity is not a nice-to-have; it’s a business imperative. The job to be done in today’s environment is not about choosing between equity and business—it’s about demonstrating that the two are inextricably linked. Our work with clients has focused on reframing the path forward and making the connection clear, all while balancing what’s right with what’s politically necessary.
WITH GOVERNMENT IN RETREAT, NEW HEALTH LEADERSHIP IS NEEDED
With the federal government retreating from its long-standing role in public health and biomedical research, organizations have an opportunity to rise to meet the moment. That means a bold commitment to re-energizing a defense of science and public health. We’re working with clients to reimagine the stories they tell, leading with culturally relevant and engaging articulations of science that focus on real-world impact. And we’re empowering a new generation of storytellers who transcend political divides, bringing the life-changing impact of public health into the communities that need it most.
LANGUAGE SHAPES TRUST; TRUST DRIVES HEALTH EQUITY
Words have the power to connect or divide, especially when it comes to health equity—a topic deeply intertwined with DEI, and often subject to shifting narratives and scrutiny. Our regular health equity language analyses have demonstrated a clear evolution: Health organizations are redefining their messaging to protect progress and navigate the new dynamic. We’ve been working with clients to go one step further, leveraging data to drive a careful evolution of language that safeguards against risk while maintaining program integrity. Credibility and success hinge on using very specific, precise and contextually relevant language that clearly conveys intent and centers on tangible health outcomes.
THE NEW FUNDING REALITY DEMANDS A SHARPER NARRATIVE
Cuts in government aid mean NGOs and advocates are facing slashed budgets and fierce competition for alternative funding. And philanthropic donors are being asked to step up and fill the gap as true partners, causing them to rethink the nature of their roles beyond traditional grantmaking. Meanwhile, the needs of the most vulnerable are rising fast. The communities we serve can’t afford for us to fail. In this critical moment, organizations with compelling, evidence-based narratives will secure the resources needed to continue vital work. We must craft that story carefully—making it one that powerfully demonstrates unique value and unmistakable impact.
In an unprecedented time, conventional approaches won’t win, and challenging the status quo matters more than ever. That means making a business case for health equity. Defending science at all costs. Crafting language that safeguards against outside threats. And sharpening your narrative to meet the moment.
M Booth Health stands ready to help. This is about protecting decades of progress, closing the health equity gap, and continuing our mission to improve the health and lives of people around the world.