Millennials came of age against the backdrop of moments that helped define their character. 9/11, the Global Financial Crisis, and the tech revolution all pointed to the fragility of institutions that humankind had relied upon. Millennials are thus a generation marked by heightened skepticism, often manifesting in distrust, and corporations are far from immune.
This comes as companies seem increasingly swept up in the cultural zeitgeist. Brands have a voice and they like to use it – particularly regarding social issues.
The key is to ensure your voice matches internal efforts, otherwise, brands risk appearing inauthentic. Under intense scrutiny, well-intentioned rhetoric should be backed up by meaningful action.
Words without action
When African American, George Floyd became another fatality to police brutality, something changed. Protests erupted around the world, with demonstrators decrying generations of racial inequality and police aggression towards ethnic minorities.
Nike was quick to take a stand with a campaign that urges the world: “for once, don’t do it”. It is a call to action and a condemnation of apathy. “Don’t pretend there’s not a problem in America. Don’t turn your back on racism. Don’t accept innocent lives being taken from us.”
It is an undeniably powerful sentiment but given the record of the messenger on socially responsible action, it also encourages questions on authenticity.
On Twitter, people were quick to criticise the moral legitimacy of a company that has been accused of employing exploitative labor practices. Despite efforts to end this, accusations still remain, with claims of unsafe working conditions, illegally enforced overtime and slave labor wages continuing to plague the business.
Nike has a longstanding history of lending its voice to social issues. In 2017, it launched a campaign titled “EQUALITY” that encouraged people to speak out on issues like diversity and inclusion. They aligned with with 49ers quarterback Colin Kaepernick the following year, who kneeled during the national anthem in protest of racial inequality.
But until their excellent campaigns are matched with a perfect record, it will always be beaten with the hypocrisy stick.
This is a real shame, because Nike has managed to talk truth to power at a time when the world desperately needs it.
Pandemic washing
Businesses have not been quiet about COVID-19. The pandemic, too, is changing the world and businesses bare a responsibility of communicating these challenges.
McDonald’s and Coca-Cola both made similar COVID-19 inspired moves, but were greeted with drastically different responses from the public. Both brands altered their content and logos by separating elements to promote social distancing. While they respectively appear a little uninspired, Coca-Cola was praised for its campaign, yet McDonalds were widely condemned.
The public response boils down to the company’s internal behaviour. Coca-Cola had recently asked most of its employees to work remotely, while its philanthropic arm, the Coca-Cola Foundation, had been making significant support relief contributions in China, Italy, the United States and Canada.
On the other hand, the public were quick to identify McDonalds’ hypocrisy, citing its refusal to give workers paid sick leave. Bernie Sanders even jumped at the opportunity.
This wasn’t the first time McDonalds had faced opposition for a virtue signaling change of the M. It 2018 it moved to flip it to commemorate women’s day only to have people call out the poverty and homelessness faced amongst female staff as a result of low wages and zero hour contracts.
A company’s value should be in its jeans
Few brands can claim to be completely ethical, but companies that find – and live – a mission beyond creating value for shareholders, will not only make their products more desirable, but make people want to work for them too. It also marks the distinction between superficial rhetoric and enacting real change.
Levi Strauss is an example of an organisation that embodies its purpose. They have stood firmly by their values with solid consistency. They were the first Fortune 500 company to offer benefits for same-sex partners and have been hugely influential on gun control.
Their stance on guns came from within. Employees felt unsafe in stores when customers came in with openly displayed firearms. The issue was compounded when a customer shot himself in the foot when trying on a pair of jeans in the change room. That’s when Levi’s banned guns in their stores. But it was the Parkland shooting in February 2018 that shifted Levi’s to truly throw its weight behind the issue.
They gave voice to a Parkland activist in a viral campaign, and added a layer of authenticity by engaging the business community to sign a letter to congress calling on new gun regulations. The company ensured the stance was one taken by its entire staff. They offered employees time off to vote, worked with celebrity influencers to encourage voting and even opened their stores up to register voters.
The work helped Levi’s adopt the image as the label worn by rebels with a cause.
Authenticity not only helps the message hit home but enhances brand perception too.
Final word from our Culture Manager
I was barking arbitrarily and uncontrollably yesterday morning.
Firstly, because why not? I was awake first and my parents were not giving me enough attention.
But I think the real reason was the excitement in the air as we enter a new phase of lockdown easing, which means pubs, cafés and restaurants returning – pass me a well-earned puppychino would ya!
The slow move towards normality is a relief. Look, I’ve appreciated the ingenuity people have shown to continue aspects of life while observing social distancing as much as the next pooch, but I can’t wait for it all to be over.
That said, I think we can celebrate some good ones, while recognising that some of us have lost the plot under these ‘unprecedented circumstances’.*
Italy has bestowed many great things on the world, I will be eternally grateful for the leftover pizza and pasta I’ve stolen from the countertop over the years.
But they can also be a strange nation. I should know; my mum is of Italian descent, and she’s yet to present a coherent argument for how Silvio Berlusconi happened.
It was also here human beings decided marking out squares like a chessboard where people can have their own dance zones is the future of nightclubbing, instead of the dystopian nightmare that it actually is.
Germany’s management of the virus has been impressive. As people they’re often revered for their practical and sensible solutions to life’s problems, but I think the pool noodle hats were umlauted folly. Credit where it’s due though, the drive in rave could give the infamous Berghain bouncers a hard time keeping up the tough guy facade if it’s here to stay.
This however, was impressive. Israel President Benjamin Netanyahu has cast somewhat of a corrupt, authoritarian figure of late, so thousands of people in Tel Aviv took to Rabin Square to protest while somehow managing to maintain social distancing.
Whether it’s pub quizzes, gym classes or comedy shows on Zoom, it’s been inspirational to watch the world adapt, but that first beer and chicken Parma in your local pub is going to taste much better than the ‘new normal’*, isn’t it?
Good, so let’s do everything we can to get back to the old normal please, because it’s been hard for dogs too.
*COVID-19 cliché, remove from your lexicon for everyone’s sake.
