From outraged replies to Canada Drag Race’s badly timed tweet to statements of sadness at the Queen’s passing, it’s clear that – whether or not you’re personally feeling a sense of loss – it’s a time to tread sensitively. 

Your brand may not count itself particularly British or monarchist in terms of identity. But the nation going into national mourning has dredged up difficult emotions for many. For some, the Queen was a symbol of stability – an unwavering figure in tumultuous times – and the loss of such a constant figurehead has shaken people up. For others, simply the talk of death and mourning has brought about feelings of personal grief from other times in their life. 

Many responses have been nuanced, even conflicted. The writer Bernadine Evaristo mourns the "totemic figure" of Queen Elizabeth II as an individual, while acknowledging that Britain's colonial history and the monarchy as an institution still needs debate.  

Amidst all of these mixed emotions, we urge you to take a pause. Not to rush to say something merely because it’s protocol. And to instead turn to your customers and team alike, to see if there are any feelings that you as a brand have the power to address. To acknowledge that grief and mourning is personal and in turn, to realise that the best display of support won’t be a public one.