Until very recently, brands aligning with politically-charged movements was considered suicide. A select few businesses were able to cross the line, because they were either too ‘small’ to matter to the powers that be, or too big to be tackled. They were the exceptions.
However, things have obviously changed. We have and are still experiencing a shift.
The year 2020 saw a remarkable shift with regards to the ideals and trends that brands and companies associated with. Audiences are beginning to gravitate favourably towards brands that identify with or support movements – especially social justice movements. In fact, they are beginning to demand this of them. “I want them to care.” Hence, the rise of the ‘conscious brand or company’.
So what are the opportunities?
- A New Brand Reality
This new corporate posture has spread across every industry, with companies rushing to identify with nationwide protests and proffer solutions to prevalent issues plaguing surrounding communities. Pushed by employees to act in some cases; and in others by a fear of losing consumer loyalty, corporations are being forced to play a bigger role in ushering change across different facets of dysfunctions in society.
- CSR In The Spotlight
No longer will CSR activities be reduced to bit-part mentions in their agenda statement. Instead, we will see more companies incorporate CSR activities into their culture and business models.
- Renewed creativity
During the era of George Floyd and the first wave of the COVID-19 pandemic, the public interest took precedence over bottom-line benefit and the crises made a different kind of creativity necessary.
And the dangers?
- False Positives
According to a recent Edelman study, fifty-seven percent of consumers will buy or boycott a brand because of its position on an issue. This is evidenced in the campaigns that now cater to the “belief-driven buyer” who shops with a conscience and perceives brands as conduits through which change can be achieved. In a dramatic twist, the money-grubbing capitalist “pigs” are playing a much bigger role in driving positive change, and therein lies the pitfalls ahead.
Sure, it is nice having a big corporation speak out for a movement or cultural topic of conversation you strongly believe in, but a more disturbing trend emerging is the advent of what I would like to call performative marketing – devoid of authenticity or self-awareness.
I combed through the internet sometime last year to note companies that communicated messages of support to the Black Lives Matter movement. Over 20 major companies tweeted their support of the movement, and I was not surprised to see many of them being called out for embodying the ills they condemned.
The Endgame
While companies believe they can latch onto any movement for their self-interest, the global consciousness will demand that they practice what they preach.
Walk the talk.