When should brands speak out?
Shelby Walsh
Consumer Insights Expert | Trend Researcher | Foresight & Cultural Strategy
Campaigns around gender equality often meet with mixed success.
Large brands such as Hard Candy have been criticized in the past for over simplifying complex issues and exploiting cultural shifts for profits. Still, with ground breaking, social movements like the recent Times Up and Me Too campaigns, companies are once again reinforcing a connection with customers.
In order to establish an authentic relationship with people, brands will increasingly look to collaborate with leaders and co-create a dialogue, enabling an effective channel of communication to deliver relevant messages. It is most likely that these leaders will belong to Generation Z and have a strong social media following, in a sense, ensuring campaigns reach the right target audience.
At times, if brands lean towards a political thought or a hot button issue, the response might be divided. For instance, Budweiser addressed the issue of immigration amidst the US Presidential campaign during last year’s Superbowl event, which trended on Twitter as #BoycottBudweiser.
That being said, consumers will curate brands that take a stand, one way or another so it is better to speak up than be a passive observer. Brands who wait too long and will lose relevance.
80% of Gen Z believe companies have an obligation to help solve social problems. (Fuse Marketing)
If you want to see a few examples of how to be successful and add to the conversation rather than the controversy, here are a few I've studied on Trend Hunter's database of 3 billion views.
Art Director, Martins Zelcs and his friends created a game that lets players learn about the various angles of the gun control debate and also promote participation in the March for Our Lives protest. Players need to jump over obstacles (comically, NRA supporters) to reach offices of governors and congressmen.
Swedish-American artist, Michele Pred launched her latest handbag line, The Power of The Purse, at the 2018 Oscars. Designs were created with electroluminescent wire and each purse came with its unique catch phrase such as My Body, My Business, Equal Pay, Pro-Choice or simply, Feminist.
3. Empowering Art Installations
We’re not playing the field, we’re leveling it - were the neon-lit words, welcoming attendees into Bumble’s SXSW activation. The dating app-turned-career-and-friendship-networking platform wanted to engage with women attending the conference in Austin, Texas and have them interact with each other, testing out Bumble Date, Bumble Bizz and Bumble BFF at the event.
Harry’s is a new generation shaving company. Typically razor ads have showcased a one dimensional version of manhood. Tailored to debunk myths around the right way to “be” or “act” the brand promoted its A Man like You campaign in which it showcased a young boy teach an alien how to be a man.
If you're looking to explore more on this subject, visit Trend Hunter or check out Future Festival where we explore more of these themes throughout the event.