Trend 09
Brand activism matters
Brand activism matters
From words to deeds.
Trend axes
- Activism
- Inclusion
- Equality
- Responsibility
Some figures
64%
Of consumers say they would reward companies that take part in some kind of activism, according to an Edelman survey in 35 countries.
3,522
Certified “B-Corps” in 74 countries and 150 industries, which are legally required to have goals beyond their profits.
+40%
Of a brand's reputation is a direct result of its Corporate Social Responsibility (CSR) plan.
75%
Of millennial consumers say they would take a pay cut simply to work for a company committed to sustainability.
Ethical capitalism?
Right now, as protests against racial injustice continue around the world, companies are facing greater pressure from society urging them to denounce discrimination publicly and turn their commitments to diversity and inclusion into action.
The senseless death of George Floyd at the hands of a US police officer and, more recently, the police shooting of Jacob Blake in the back have ignited international condemnation of the inequality the Black community has faced since time immemorial.
Brands were quick to respond, and many of them were singled out and accused of hypocrisy for their supposed support of the ‘Black Lives Matter’ movement for purely marketing purposes. Are they really involved in the anti-racist cause or are they simply trying to raise their profile to gain attention?
“Companies need plans for equality that go beyond them saying they support Black people”. Pepper Miller, diversity consultant in Chicago.
Cases
01 / 03Zorraquino spotlights
- 01
Communicating through generic and, to some extent, bland posts is not enough proof of commitment for a consumer who demands tangible action.
- 02
Consumers can easily check whether a company's discourse truly matches the initiatives it carries out on political and social issues.
- 03
Apologies, although a notable step forward, should not be the end of the matter when a problem is not understood. Consumers want a commitment to put things right.
More on the trend
References
- 15 racist brands, mascots, and logos that were considered just another part of American life
- Las marcas se comprometen a adaptar su identidad a raíz del movimiento Black Lives Matter
- Marketing in the Age of Resistance
- Brands Are Speaking Out on Black Lives Matter. How Are Consumers Going to Respond?
- Black Lives Matter: Do companies really support the cause?
- The Look. A story about bias in America
- Un helado con sabor a resistencia contra Trump
- Powerful P&G Ad Implores White America to Step Up and Help Stamp Out Racism
- Why Making Your CSR Transparent Matters
- B Corporation Certified
Pages 154–173 of the report
