![]() ![]() Perhaps businesses should take a cue from the shows and series we are streaming, since most are far from agenda-driven in their messaging and instead inspire in a more subtle and authentic way, as great stories always do. The practice is liable to backfire (as Gillette learned last year) and is, frankly, exhausting (since we hate ad campaigns to begin with).ĭo we really want a hearty dose of social justice with every purchase made? ![]() In many respects 2020 was a debilitating year, but as we forge forward, would it be so bad for companies to simply do what they are supposed to do – sell us something of value – and stop using ad campaigns as soapboxes?Ĭompanies taking it upon themselves to champion society’s general welfare can be disconcerting, since the private sector is already a powerful force and business executives lack the mandate to serve as ‘social guardians’ given that they are not elected officials. But is advocacy as an extension of a brand really necessary? Do we want the companies that we buy from and work for to wear their politics on their sleeves? Now you must bundle social consciousness with your product, and so companies came out in droves to virtue signal throughout 2020. Gone are the days of value-centered marketing – in which you offered your product and customers could take it or leave it. ![]()
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