Jason Dooris: Is Marketing The Best Forum For Social Change?
In this guest post, Atomic 212° CEO Jason Dooris (pictured below) explores whether or not marketing and advertising is really the correct forum for brands to leverage themes that are sensitive to its consumers.
While the selfie-snapping members of Gen Y are often criticised for being self-absorbed and vain, Millennials are actually some of the most socially responsible members of society, which is helping to lead a serious shift in marketers’ mindsets.
At this year’s Cannes Lions, Titanium & Integrated juror John Mescall said successful marketing agencies of tomorrow would be the ones that “create work not only designed to live in the world, but also to somehow move the world forwards”.
His insight was based on the fact that a number of the festival’s big winners were for campaigns that didn’t just focus on the client’s product, but also aimed to create social change.
Issues such as equality, domestic violence or even voting rights were given air time in campaigns for investment companies, beer or telecom carriers.
And it’s not just a case of the awards trying to look responsible or edgy by saying the best ads are the ones that try to make the world a better place – it actually makes sense from an economic point of view.
Nielsen’s 2015 Global Corporate Sustainability Report found that 66 per cent of global consumers say they’re willing to pay more for sustainable brands – a number that was even higher, at 73 per cent, among Millennials.
There is undoubtedly a benefit for these corporations to leverage themes that are sensitive to its consumers – it evokes emotion, passion and demonstrates a brand’s social awareness.
But is marketing and advertising really the correct forum for this? Are brands ‘using’ or ‘exploiting’ the sensitivity of a given issue for their own benefit?
Take the phenom that is Fearless Girl (main picture), which took out the Titanium Grand Prix at Cannes this year.
It promotes a fantastic message, championing corporate gender diversity, and has received global attention to the point that it is now one of the must-see attractions when visiting New York. Now it’s a regular occurrence for dozens of people to wait in line to get a snap posing, hands on hips, next to Fearless Girl.
Installed in March of this year, the statue was supposed to be in place for a week, then a month. Fearless Girl remains in place on Wall Street to this day, with public advocate for the City of New York Letitia James having implored Mayor Bill de Blasio to make the statue a permanent fixture.
And yet it has been incredibly divisive. While it is undoubtedly a fabulous sculpture by artist Kristen Visbal, Fearless Girl is also a brilliant piece of advertising for State Street Corporation – a centuries-old financial services holding company with offices all over the world.
Specifically, a plaque at the base of the statue reads, “Know the power of women in leadership. SHE makes a difference”. It’s a great message to the corporate world, however, “SHE” is also the NASDAQ ticker for State Street’s SPDR Gender Diversity Index, founded in 2016.
Indeed, NASDAQ published a piece calling the statue out as “a sly (perhaps too sly) ad by State Street”.
“While also sending a nice message, to think that State Street would have done this without having SHE in its fund line-up just doesn’t seem likely,” Eric Dutram of Zacks.com wrote.
“If so, why didn’t they debut this years ago? And at the same time, it was a stroke of genius to not try and put the statue out last year when the fund launched, as that clearly would have been seen as an ad.
“So, by putting out the statue this year, State Street gets a feel-good story in the news about an in-focus issue, and apparently, the chance for their statue/ad to be face-to-face with one of the most iconic images in all of American finance.”
The iconic image to which Dr Dutram is referring is of course Charging Bull, the three-tonne bronze statue which artist Arturo Di Modica created and installed – using hundreds of thousands of his own dollars – following the 1987 stock market crash.
Charging Bull was intended to be a symbol of the “strength and power of the American people”, so it’s perhaps unsurprising that Di Modica is not impressed with Fearless Girl, calling it “an advertising trick”.
But while both Dutram and Di Modica raise valid points – the statue may be an ad, put in place purely for a multi-billion-dollar company to increase its bottom line – is it really such a disaster, particularly if Fearless Girl leads to more women in the boardroom, or if it at least sparks important conversations about gender equality?
An interesting anecdote makes the point for me. A few weeks ago, a couple of rabble-rouser lads made a point of posing with Fearless Girl making unimpressed faces.
A woman called them out for being sexist, which was clearly what they had hoped would happen.
“This isn’t a symbol of feminism,” one of the young men said. “It’s an ad for corporate America.”
“So what?” the woman responded. “Can’t it be both?”
Check mate. And it’s perhaps the question we should ask when it comes to ‘goodvertising’ – there may be an ulterior motive, but is that really such a bad thing if the story told makes a positive difference in the world?
Photo credit: Volkan Furuncu/ Anadolu Agency/ Getty Images
Please login with linkedin to comment
Charging Bull Designworks Fearless Girl goodvertising helloworld TrollLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.