Brands are taking on the role of activist. Their views on social issues are no longer merely words in their mission statements. Instead, they are brought to the forefront in the everyday business function and marketing approach. Superbowl 2017 saw brands stating their stance on various social and political matters. Audi voiced their position on gender equality, Airbnb stated their acceptance of everyone and construction company 84 Lumber depicted their narrative on immigration.
Listed below are other brands, which have also voiced their views on social issues:
NIKE Equality Campaign
Nike released an ad campaign for black history month. The campaign titled Equality calls for people to use the fairness and respect they see on the court, pitch and other playing venues and apply it off the field as well. The campaign features Nike athletes Serna Williams, Le Bron James and Dalilah Muhammad. The equality initiative went live on Nike’s social media and billboards across the US and Canada. Nike also created a feature that allowed for people to create their own Equality avatar or social media filter to show their support.
Ben & Jerry’s Ice cream
Ben & Jerry’s Ice Cream is one company that continuously comments on the political and social zeitgeist. In 2014, we saw their support for the ‘Black Lives Matter Movement’ as sited in their press release, ‘change happens when people are willing to listen and hear the struggle of their neighbour, putting aside preconceived notions and truly seeking to understand and grow’.
In 2016, Ben & Jerry’s released a politically motivated limited edition ice cream flavour. Empower Mint , a delectable peppermint ice cream with fudge brownies and fudge swirls, was released as a reaction to the first presidential election in 50 years without the full protection of Voting Rights Act intact. The flavour’s profile reads “… this fudge – filled flavour reflects our belief that voting gives everyone a taste of empowerment and that an election should be more ‘by the people’ and less ‘buy the people’ “.
Love has no Labels
The National Football League partnered with creative agency R/GA and The Ad Council to reinvent the popular ‘kiss cam’ used at various sport events in America, with their award winning ‘Love has no Labels’ campaign. The campaign encourages people to visit the ‘Love has No Labels’ website to learn more on ways to reduce bias in our society.
By: Khumo Theko