Last week I asked Patrick, how do you start to work out if an organisation has a genuine interest in tackling social injustices or if they are doing it for show?
The answers are not straightforward.
In 2021, commodification is more widespread in marketing than ever before. In plain English this is the process of assigning a value to something that was previously valueless.
An example that springs to mind is Pride Month and the way this is used in retail. As soon as June comes around it seems you can’t move for rainbow corporation logos and “love is love” plastered everywhere. As someone who is queer and non-binary, it can sometimes feel a bit gimmicky. It’s a bit like we are being “commodified”.
On the flip side though, would we have seen Pride t-shirts, flags, or posters 10 years ago? Probably not. There has been progress and there is an argument that any promotion is good for spreading awareness.
To find an answer to this question though, I think you must look deeper than a surface level. You might have to do some digging here but it will be well worth it.
Say you’re working with a brand that says they donate a portion of their profits to ending the climate crisis. At first impression, this seems like a positive right? But after doing some digging you find that this brand uses palm oil in most of their products and therefore contributes to deforestation.
But all is not lost!
This is where something like insights research comes in very handy. Say you could show the company that many of their customers disagreed with their use of palm oil and subsequently were less likely to buy their products. You might just change their minds.
What we need is greater transparency. If you are using social justice issues as branding, fine.
The key is to ensure that your values and actions align across your organisation.
Daisy, Twister Conversation Starter, Outrageous