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#Trendconfirmation – Morality Marketing: Promoting Diversity

Posted by Flux on 

12 April 2019

Brands have openly taken a stand on social and political issues for some time now. A survey by social media management company Sprout Social in 2018, found that 66% of the respondents in their survey felt it was important for brands to publically assert their position on controversial matters. More than that, consumers and even business clients expect transparency. Sprout Social reported that nearly 60% of the consumers they interviewed are likely to boycott a brand due to its stance or lack thereof on social and political issues. The shutdown of Australian magazine, White is an example of this. The popular wedding magazine became economically unviable in 2018, after industry professionals and consumers boycotted it over its refusal to feature same-sex weddings and not openly state the reasons for this decision.

As an extension of our previous morality marketing observation, the following examples look at how businesses are promoting inclusivity and diversity.

Coca Cola – The Wonder of Us

In 2018 Coca Cola launched its ‘The Wonder of Us’ campaign. The 60-second ad embraces inclusivity through celebrating LGBTQ diversity, the use of gender non-conforming pronouns and simply highlighting the beauty of unity. While embracing our differences, the ad reminds us that ‘there’s a coke for he… and she…and me… and them’.


Above: The Wonder of Us Coca Cola Ad

Jigsaw – Jigsaw Love Immigration


The British fashion retailer launched an inclusive message titled ‘Jigsaw Loves Immigration’ for their Autumn and Winter 2017 campaign. The campaign was created as a response to Brexit, clearly setting out the company’s position on the vote to leave or remain in the EU. The leave vote was largely driven by anti-immigrant sentiment. The print and social media ad includes a manifesto with the motto, ‘Beautifully British since 1970’. The campaign expresses what it means to be British and highlights how the brand wouldn’t be the same without immigration.

Follow the link to see the video campaign: https://fashionunited.uk/news/fashion/jigsaw-launches-pro-immigration-campaign-for-aw17/2017101626317

Smirnoff Stay Open

Smirnoff ‘s Stay Open 2017 campaign placed Canada as a global leader in inclusivity, diversity and the embracing of immigration. With the tagline ‘Stay Open’, the campaign features immigrants who recently arrived and those who’ve been there for three generations, expressing their comforting experiences of living in Canada.

‘Globally, Smirnoff stands for inclusive good times, but nowhere in the world do we see that come to life like in Canada… the core values are ingrained in the lives of Canadians. Smirnoff believes they always deserve to be celebrated, even though Canadians have been historically humble in their assertion of them. Smirnoff is on a mission to promote inclusivity through the power of good times.’ Mark Philips – Brand Leader Smirnoff Canada.

Follow the link to see the video campaign: https://adage.com/creativity/work/cheers-canada/52989

By Khumo Theko
About Khumo

Flux Trends’ experts are available for comment and interviews. For all media enquiries please contact Faeeza Khan on info@fluxtrends.co.za .

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Image credit: Reference AND The Mill AND Campaign Live AND Diageo
Video credits: Ads Channel

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