Can Brands Take A Political Stance Without Seeming Opportunistic?
Do brands have the legitimacy to dress up with a cultural cause and make a political stance that is not seen as opportunistic self-promotion? And how to differentiate meaningful actions from simply making a corporate statement? Brand expert Sergio Brodsky has penned his thoughts in this opinion piece.
Since last Friday’s legalisation of gay marriage in the USA, rainbow strokes have painted several brands in support of the pride and glory of equality. Facebook created a rainbow filter allowing people to show support through their profile pictures. Twitter brought together several torrents of conversations under the hashtag #lovewins and through its app, Periscope, live-streamed the positive vibes taken to the streets inviting everyone else to join the party.
For the gay community this has certainly been a “golden gaytime” with Youtube celebrating the moment with a compilation of coming-out videos.
But do brands have the legitimacy to dress up with a cause and make a political stance that is not seen as opportunistic self-promotion? According to a 2014 study entitled “Business and politics, do they mix?” by public affairs and research firm Global Strategy Group (GSG), the answer is Y-E-S! The general public do want brands to be more overtly political, whether that means Disney’s deliberate offer to raise minimum wages, Chipotle asking gun owners not to bring their firearms inside or Dove telling women to be more confident and appreciate their real beauty.
Honey Maid, a nearly 90-year-old graham cracker brand, grabbed headlines in 2014 by with a new campaign featuring ads with interracial and gay couples, a tattooed punk rock musician and a single father. Chevrolet featured same-sex couples in commercials that ran during controversial “anti-gay” Winter Olympics of Sochi. These ads are not just speaking to gay people, they’re speaking to straight people too. Even yogurt is now challenging the sacrosanctness of the family institution. To highlight its ‘To Love This Life Is To Live It Naturally’ campaign, with ads featuring a lesbian couple, yogurt brand Chobani released on that same Friday the tune “Love Song,” available for download on its website.
Religion, another sensitive topic saw a few taking a stance for religious tolerance. The Manischewitz Company – best known for selling Passover matzos – launched Chanukah House kits using cookie dough in 2012. “We want to give families a fun activity to do,” said spokeswoman Sara Stromer. Manischewitz hosts a competition on Facebook for the best-decorated house, with a $2,000 first prize. Harbor Sweets, a small, New England handcrafted-chocolate brand, started selling Hanukkah gift boxes decorated with menorahs in response to customer demand.
“Christmas-celebrating customers do not want to leave out their friends or clients who celebrated Hanukkah, and requested that the company make a specific gift box,” explained Harbor Sweets owner Phyllis Leblanc. Christmas and Christians have infamously had ugly festive sweaters for ages; now, so does Jews and Hanukkah.
As controversial as some of the above examples might seem, this signals the emergence of more socially responsible and culturally progressive brands. A few key findings from the GSG study reinforce the fact that those brands are indeed on the right track:
- 56 per cent of respondents think corporations should “take a stance” on political/cultural issues, even when they’re controversial
- 89 per cent believe that corporations have the power to influence social change
- 80 per cent think that these corporations should take action to address our society’s most pressing challenges
But “make no mistake about it…” is what said JR Little, global head of innovation of media agency Carat and a close gay friend, straight from the Cannes Lions International Festival of Creativity. “While many brands were late to the cause or may be jumping on the bandwagon for press, the mainstream awareness and supporting gestures are appreciated. However, the LGBT community has long listed the friendly and unfriendly companies through Stonewalls Top 100 companies for lesbian, gay and bisexual staff. So while some businesses are rainbow washing, like was done during the sustainability movement with green washing, the LGBT community knows where their real allies are. Actions speak louder than words.”
But how to differentiate meaningful actions from simply making a corporate statement? Tanya Meck, executive vice president and managing director at GSG provides an edifying example: “The CEOs of McDonald’s and Starbucks took a position in favour of a higher minimum wage, while Walt Disney took action by raising starting pay at its theme parks in Florida to $10 an hour. More than nine in ten adults see Walt Disney’s action as appropriate (91 per cent). On the other hand, only 77 per cent of the public feels the positions taken by Starbucks and McDonald’s are appropriate.”
Has this phenomenon always been this rampant, or is it just that everything is more visible in the 24/7 news and social media era we live in today? There’s no doubt that captains of industry have been activists and puppeteers in the past, but often their opinions and stances came through donations, quiet side project or initiatives that occurred behind closed doors. While that business still transpires, there is something more open, more authentic going on now.
Brands have become the most dominant force in our civilisation, whereby understanding humanity and its culture becomes their true source of value. Even though this deeper cultural understanding could mean Facebook now has the data to re-target the allegedly 26 million people who used the rainbow filter, businesses have become the rightful non-governmental organisations driving broader agendas, and the best barometers of our society. As written by Sze Tsung Leong co-author of ‘The Harvard Design School Guide to Shopping’: “Not only is shopping melting into everything, but everything is melting into shopping”.
The more culturally switched-on marketers can make a difference by designing experiences that both generates profits to their companies and clients as well as creates shared value to society. If the agency folks or corporate suits were in need of some incentive, this year a new award, The Glass Lion, was created to recognise work that implicitly or explicitly addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising. The winner? All of us.
Latest 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.