Consumers increasingly want companies to address society’s big problems , such as climate change and crumbling infrastructure . And polls ...
Consumers increasingly want companies to address society’s big problems, such as climate change and crumbling infrastructure. And polls suggest more than half say they want to buy from brands that take stands on social issues.
At the same time, consumers are increasingly sceptical about these partnerships – such as corporate sponsorships of LGBTQ Pride Month – and instead see them as marketing stunts rather than acts of genuine activism. This is called “wokewashing”.
I am a professor of brand responsibility, and my forthcoming research investigates brands and their relationships with social issues, including the importance of both corporation allies and advocates.
Allies or advocates
In marketing terms, allies are members of a dominant social group that bring attention to important social issues.
A company can serve as an ally when it works to increase awareness about issues affecting marginalised groups. Advocates take a more active role, working to change political, economic and social systems.
Companies can be advocates when they create campaigns to promote institutional change and provide financial support for groups engaged in creating social change.
Yoplait’s campaign to address patronising attitudes toward moms is an example of corporate advocacy. Another is Stella Artois’ partnership with Water.org to end the global water crisis, which has provided clean drinking water to over 2 million people so far.
Pride Month
However, corporations’ adventures into social issues are not always well-thought-out or -received.
For example, consider corporate involvement in annual Pride Month celebrations. In 2019,...
