SET POST 8: Advertising

One aspect of advertising I find interesting is Brand Activism – “when a company seeks to have an impact on a social, economic, environmental, or political problem” (Hodge, 2020). According to The Marketing Journal, ‘two-thirds of consumers (66%) say it’s important for brands to take public stands on social and political issues’. I feel that by taking a stand, Brands actually encourage consumers to do the same when they purchase the Brand’s products. This can make the consumer feel good about themselves and what they believe in. Although brand activism can bring about change, it is a risky move, and Brands will have to know what their consumers want to stand for, or else they might face backlash. Just like Nike’s controversial campaign with Nick Kaepernick, where Nike could have risked at least $1-3 billion of sales but it turned out to be widely successful (Kotler and Sarkar 2018). This shows that brand activism can work when Brands understand their consumers’ beliefs and they just have to find the right time to engage with them.

What I have learnt is that sometimes even taking a stand may not necessarily be good. Sometimes, when consumers reckon that what the Brand is advocating for seems insincere, the Brand can be faced with backlash. I think that consumers are focused on ethical production and sustainability at the moment, especially since there is a lot of climate change talk going on. Consumers would want to contribute to the fight against climate change, in turn supporting brands that are supporting relevant issues.

Hence I think it all boils down to knowing what the target consumer audience wants. That being said, the Brand should craft its message in a way that reflects their values while trying to not come off as offensive, even though it will be hard to please everyone. As an aspiring communication professional, I would have to expect the unexpected and always be on my toes for potential problems the campaign can bring. Monitoring the trends and being in the know for current affairs would be something I would have to have a keen eye for as well.

Hodge, A. 2020, The Advantages and Perils of Brand Activism, Instapage, viewed 27 February 2020, <https://instapage.com/blog/what-is-brand-activism>

Kotler, P. and Sarkar C. 2018, “Stand for Something: Brand Activism at Nike” – Christian Sarkar and Philip Kotler, The Marketing Journal, viewed 27 February 2020 ,<http://www.marketingjournal.org/stand-for-something-brand-activism-at-nike-christian-sarkar-and-philip-kotler/>