A STUDY OF BRAND ACTIVISM, INFLUENTIAL FACTORS AND THE IMPACT ON ASSOCIATED MOVEMENTS. With the growth of social media, brands activist campaigns have dominated the mainstream news and online discussions. The campaigns have received praise for promoting issues, however, critics have argued it is a marketing ploy to gain capital. This dissertation was designed to investigate what factors are
ABSTRACT
influencing brands to engage with activist issues and to determine the impact gained on the associated movements.
ABSTRACT
A variety of research methods were used in this study, which included questionnaires, focus groups, interviews and exhibition viewings. Research determined there was a development to societal-driven brand activism, demonstrating a genuine care for issues. However, findings shown brands did gain benefits from engaging in movements. The findings concluded that social media, political unrest and capitalism were identified as influential factors. Furthermore, the findings show the associated movements benefited from donations and the creation of help programs. A criterion of characteristics for a successful, authentic campaign was established. It was concluded, for an activist campaign to be successful it must be well executed, have a progressive impact and be long-lasting. At the end of the study recommendations for how brands can implement a successful brand activism campaign were presented.
Alice Johnson Rig 11
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Word Count: 6164
Acknowledgements
I n this section, I would like to thank the following people for their help and guidance during my dissertation: Andrew and Janine Johnson: For the continued support and enthusiasm in everything I do.
ACKNOWLEDGEMENTS
Juliet Teksnes :
For the guidance and support given to me during the dissertation.
All participants in my primary research : For investing time and thought into my investigation.
Table Of Contents
TABLE OF OF CONTENTS CONTENTS TABLE
I
Glossary of terms
II
List of Figures
III
I ntroduction
IV
Methodology
V
References
VI
B ibliography
VII I mage References VIII Appendix
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Table Of Contents
1.0 BRAND ACTIVISM 2 1.1 Definition 4 1.2 Lucky S tripe 7 1.3 The Body Shop 10 1.4 Nike ‘dream crazy’ 13 1.5 Conclusion 18 2.0 INFLUENTIAL FACTORS 20 2.1 Political Unrest 22 2.1 Social Media 28 2.3 Capital 32 2.4 I n Conclusion 38 3.0 AUTHENTICITY 40 3.1 Definition 42 3.2 Determining Authenticity 44 3.3 Accessing Authenticity 50 3.4 I n Conclusion 54 Rig 11
4.0 IMPACT 4.1 SWOT Analysis 4.2 Patagonia 4.3 Lloyd’s Bank 4.4 I n Conclusion
56 58 64 68 74
CONCLUSION
76
RECOMMENDATIONS
86
Glossary Of Terms
Take a Knee -
The phase to describe the action of Colin Kaepernick kneeling whilst the national anthem was played at a National Football League (NFL) game, in a form of protest.
Arab Spring-
A series of anti-government uprisings affecting Arab countries of North Africa and the Middle East beginning in 2010 (Merriam Webster,
GLOSSARY OF TERMS
2018).
Slacktivism-
The practice of supporting a political or social cause by means such as social media or online petitions, characterized as involving very little effort or commitment (Oxford Dictionary 3.0, 2018).
Black Friday-
The day following Thanksgiving which is often regarded as the first day of Christmas shopping in the United States. Many retail corporates launch incentives and discounts on this day to encourage sales (Oxford Dictionary 4.0,2018).
Consumerism-
Refers to the human desire to own and obtain products and goods in excess of one’s basic needs (Baker, 2016).
I
List of Figures
LIST OF FIGURES 1
11
21
2
12
22
3
13
23
4
14
24
5
15
25
6
16
26
Nike’s Kaapernick Campaign
Ben and Jerry’s Campaign
Women power profit exhibition
Lucky Stripe Campaign
The Body Shop Campign
Take a knee
7
Just do it
Social Protest
Black Lives Matter
Money
Police Wall
Women’s Protests
Riots
17
Street Activism
8
18
9
19
10
20
Women’s march
Trump’s protest
Starbuck’s protest
Lloyd’s Bank campaign
Peacan protest
Justice now
Kaepernick Board
Algorithm
Amazon Echo
27
Tom’s Shoes
Don’t Buy This Jacket
Factory Workers
Patagonia II
Introduction
I ntroduction The purpose of this study is to investigate what factors are influencing brands to create activist campaigns and to determine have benefited the associated movements. Nike, the thirty-four billion dollar sports clothing company, launched a campaign in September 2018 starring National Football League (NFL) player/activist Colin Kaepernick as the focus of an advert. This demonstrated solidarity with the former player who is now an activist against police brutality, highlighting social injustice. Nike’s
INTRODUCTION
activist advert became worldwide news after it divided opinions across social media platforms, including Twitter. Some users described their outrage of Nike’s decision to use Kaepernick; as they disagreed with his decision to “take a knee” and kneel instead of standing, during the national anthem at an NFL game in 2016. Others praised Nike for promoting a social issue in their advertising. Hashtag includes #JUSTBURNIT and #ISTANDWITHNIKE both trended. Nike is not alone in taking a stand. In recent years brands such as Starbucks and Air BnB have all publicly spoken out about social political and environmental issues.
#I S tand With Nike
III
Introduction
1.0
This study is motivated by the researcher’s personal belief that corporations have a responsibility to use their platforms, and capital, to help impact change on activist movements. Social media provides brands with a platform they can bring exposure to and generate conversation on the topic. Nike has a following of over eighty-two million on Instagram, demonstrating the large awareness companies can give to issues (Nike,2018).
17 Fig 1
Introduction
Ben and Jerrys’ is an example of a brand who has used Facebook for the announcement their activist campaign. Therefore, this study will explore whether the growth of social media is influencing brands to engage in movements. Additionally, it will investigate other potentially influential factors. Some critics have argued brands are motivated to form activist campaigns to achieve cooperate gain (Holder, 2017). This investigation will,therefore, determine if the campaigns are authentic and if they are having a progressive impact on the associated movements.
Fig 2
Chapter
Aims and Objectives
AIM: The aim of this investigation is to identify what is leading brands to engage in issues through brand activism and to determine if campaigns are ones of authenticity and whether they have a positive impact the associated movements.
Objectives:
AIMS AND OBJECTIVES
To identify what brand activism is. To identify factors influencing brands to engage in activism. To investigate if brand activism is authentic. To explore if the brand campaigns have positivity impacted associated movements.
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Methodology
METHODOLOGY A variety of primary and secondary resources were used to provide a diverse range of supporting research into the investigation.
P rimary Research Questionnaire
Limitations
An online questionnaire was conducted to gather research on
The use of closed questions meant the insight gain may have been
consumer’s opinions of brand activism (Appendix one). The
limited, however, there were opportunities for participants to add
questionnaire was created on Survey monkey, allowing the researcher
additional comments.
to collect data from a group of hundred participants aged between sixteen and seventy-eight years old. The participants were outreached
All respondents were from the U.K, meaning the data may suffer from
by social media platforms and email to gather a diverse group. The
a cultural bias.
outline of my investigation was declared, and participants were informed their data remained anonymous and they had the right
The majority of the respondents were aged between 19- 24 and 45
to withdrawn at any time. There was a variety of open and closed
and older year-old age groups, showing it may lack representation.
questions which provided both qualitative and quantitative data. The questionnaire identified initial themes to the researcher which were
Some respondents may not have understood the terminology, for
then discussed further in additional primary research.
example, what a brand activist campaign is. This may lead them to give inaccurate data.
Methodology
I nter view
Limitations
The researcher interviewed Wendy Hein, via skype call, with the aim
Hein gave a compelling viewpoint on the subject, however, a small
to gain an industry expert’s insight on the topic (Appendix 3). Hein
sample being interviewed meant this was not representative to the
was selected because she appeared on a Roundtable panel discussing
whole industry.
brand activism (Roundtable, 2018). She had in-depth knowledge on the topic and the marketing industry, which generated ideas the
The Skype call could have hindered conversation flow, compared to
researcher would further explore. Due to work scheduling issues, a
face-to-face interaction and meant further raw information was not
Skype call was deemed most the appropriate method as it allowed
exposed.
qualitative information to be extracted. The use of a semi-structured method allowed the interviewer to guide certain conversations as well
Some of the questions were leading as they were based on research
as allowing the interviewee to provide additional comments. The first
previously collected by the researcher. This meant a limited area of
section included an introduction to the study and initial thoughts on
the brand activism was discussed.
the investigation. The second part involved discussing the motivations behind the campaigns and who were they aimed at.
Methodology
Focus group
Limitations
A focus group was conducted to gain a better insight into consumers
The sample was small and the participants were of a similar age and were from the UK,
beliefs on brand activism. It involved five participants aged between
meaning the data collected may lack representation.
20 and 27 years old. The participants varied in demographic and occupation, which made the data more representative. The initial participants were personal contacts of the researcher, and the rest
A personal connection to the interviewer or fellow participants may have skewed information.
were acquired by the snowball effect. It was crucial all participants had thorough knowledge on the subject to provide input, therefore an
With the researcher being present, the results may have suffered from social desirability bias.
outline of the study and additional information was issued prior. The
The participants may have felt pressured to adjust their views to impress the conductor.
first section involved defining authenticity and discussing the concept. The following section involved comparing case studies and discussing what would make a campaign one of authenticity. The informal interview style allowed the discussion to flow and participants felt comfortable in expressing their views. The conversations were guided by the researcher to ensure all topics were covered. The findings allowed the researcher to gain a better insight into what consumers believe is authentic.
Methodology
Exhibition V iewing
Limitations
The researcher visited the exhibition ‘Women Power Protest’ at the
The artwork was inspired by the artist’s individual beliefs on the
Birmingham Museum and art gallery. The exhibition demonstrated
topics involved, therefore may not be representative.
how artists used various mediums to help fight for inequality rights. The researcher gained a greater insight into what activism means to
Only a selected number of pieces were in the exhibition, limiting the
different people and how activism has evolved.
number of viewpoints being shown.
Methodology
Secondary Research A variety of secondary resources were used. They provided research that supported and challenged analysis by the researcher, to ensure a critical investigation was carried out.
Market reports
Edelman: Earned Brand Global Report 2018. Research into how brands “earn, strengthen and protect their relationships with consumers” (Edelman, 2018).
Podcasts
The rise of purpose-driven businesses with Patagonia’s Vincent Stanley by OFX. An interview with Patagonia’s Director of Philosophy. This provided an insight into Patagonia’s values and ethos.
Youtube V ideos
“Are brands hijacking social justice causes for profit?” Roundtable. A panel discussion of industry experts discussing brand activism which identified key examples.
Websites
Forbes articles ‘Taking Risks Can Benefit Your Brand’. An article written was written discussing the benefit Nike gained from its activist campaign
Journals
Critical Sociology: A corporation in Feminist Clothing? Young Women Discuss the Dove ‘Real Beauty’ Campaign. An investigation into how young girls responded to the Dove campaign.
Chapter
Brand Activism
CHAPTER ONE
1.0
BRAND ACTIVISM
2
Brand Activism
1.1 Definition
1.1 Definition Activism is defined as “the policy or action of using vigorous campaigning to bring about political or social change” (Oxford dictionary, 2018). Visiting the exhibition ‘Women Power Protest.’, helped this researcher to understand how activism can be explored via creative platforms. The artists in the exhibition used various mediums to highlight injustices and inequalities experienced by women. Brand activism can be evaluated through a company’s level of engagement with environmental, social and political issues in order to create an impact. This is done through the brand’s own advertising campaigns or association with these movements.
“...V igorous campaigning to bring.. change...”
4 Fig 3
Brand Activism
1.1 Definition
A Timeline of Brand Act ivist Campaigns The timeline lists a number of innovative brand activism campaigns which have occurred historically.
1862
1920
1982
1990
2006
2014 CocoCola
Levi’s
Launched their
stricter gun control
Manchester Lucky Mill S tripe worker s
United Colour s of Benetton
Oatly
TOMS
company, which
‘one for one’
began their campaigns for
was a pioneer
campaign to
‘together is
Southern American statues for women
health, politics, and racial
in sustainable
help provide
beautiful’
due to Slavery
topics.
milk to help the
shoes to
campaign
environment
children in
launch their
refuse to use cotton from
campaigns
empowerment
a Swedenish
began their
2018 scampaign for
need
6
Brand Activism
1.2 Lucky Stripe
1.2 Lucky S tripe There is evidence to suggest that brand activism dates back to the 1920s with cigarette company Lucky Strip, pioneering campaign for women to be able to smoke. At a time when this was forbidden, the company created advertisements with straplines such as “smoke a lucky to feel your level self!” (Christensen, 2012). On Easter Day in 1929 women protested in New York by lighting a cigarette together, this was later called the “Torch for freedom” (Christensen, 2012). For the women, it was a step of progress for equality and for Lucky Stripe it meant an increase in sales.
On reflection, the brand was attaching themselves to the movement for the sole reason of gaining custom and not because of a passion for women’s rights. It is now known that cigarettes had no direct impact on feminism and equality, it was simply a marketing ploy to make women buy into the brand. This argument is supported by Pringle and Thompson’s concept of cause-related marketing. This is when a company builds a relationship with a cause for mutual benefit (Kolter,2000). Women believed smoking would make them appear and feel powerful, whilst Lucky Stripe benefited by gaining a whole new demographic of customers.
“smoke a lucky to feel your level self!”
8 Fig 4
Brand Activism
1.3 The Body Shop
1.3 The Body Shop The Body Shop, a cosmetic company, has a rich history of activist campaigns. The first evidence dates to 1986 with the launch of their ‘Save the whales’ campaign (Shatzman, 2017). It was one of the first high-street stores to demonstrate activism. During the decades that followed the company created a variety of campaigns for issues such as realistic of stereotypes on women, fairtrade programs and animal testing (Shatzman, 2017). In 2006, the company was sold to cosmetic giant L’Oréal, who tested their products on animals, creating criticism that they’ve gone against their own beliefs (Milmo, 2006).
“Save the whales”
10 Fig 5
Brand Activism
1.3 The Body Shop
When The Body Shop began it was a pioneer of brand activism and was one of the first companies to tackle these issues. This is an example of a company attempting to differentiate itself from its competition as a marketing ploy in order to gain custom. This is supported by Kolter (2000) who identifies differentiation as an element in forming a business’ marketing strategy. The Body Shop’s activist campaigns set it apart from its competitors. Consumers engaged with their ethos and values, leading them to buy into the brand. However, their reputation was tarnished after the company was bought out by L’Oreal. It is interesting to note that since this sale, The Body Shop has had less engagement with social and environmental campaigns and has distanced itself from its activist roots. This is supported by Charlotte Pearce (2017) who argued since this, The Body Shop “lost its way”. Once The Body Shop lost its unique element, L’Oreal sold the brand to a new owner
“Lost It’s Way” 12
Brand Activism
1.4 Nike ‘Dream Crazy’
1.4 Nike ‘Dream Crazy’ This section will investigate how brand activism is present in 2018. This is a year that Nike endorsed National Football League (NFL) player Colin Kaepernick in their advertising campaign: making ‘Dreams Crazy’. Kaepernick is an activist against police brutality and for racial inequality issues in the United States. He was one of the first people to ‘take a knee’ when the national anthem was played at NFL games, which caused an outcry from many American but also stimulated intense support amongst others. The controversy caused the player to leave his NFL team, therefore, this was the first time Nike used an athlete who wasn’t currently competing. Since then Kaepernick has continued to fight against these issues. The advert caused an uproar on social media, namely Twitter on both sides of the debate.. #BoycottNike and #JustBurnIt began trending on the site, along with a tweet from President Donald Trump criticising the brand. People threatened to switch to their competitors, along with videos of Nike trainers on fire (Miller, 2018). The opposing reaction grew from people who agreed with Nike’s solidary with Kaepernick. One user wrote, “…show your support for a company standing up for something who’s trying to make the world a better place...” (Gorski, 2018).
#JustBurnIt
14 Fig 6
Brand Activism
1.4 Nike ‘Dream Crazy’
This is an example of a brand using their position of power to bring attention to a movement. The campaign generated divided opinions that triggered an indirect reaction on social media, this escalating the situation to global news. This is supported by data collected from the researcher that shows over half (58%) of participants from the United Kingdom were aware of the campaign (Appendix Q1). Activism has a new element with the growth of social media which can help the campaigns to gain bigger exposure. Nike has selected a topic which is a personal issue for a selection of their consumers. This shows brand activism has evolved; now companies are getting involved with moments which do not directly involve them but are affecting their consumer. This is supported by Kotler (2018) who describes how cause-related marketing has developed into societal-driven brand activism. Brands are “…driven by…problems facing society.”, shown here by Nike. (Kotler, 2018). Previously, Lucky Stripe involved their products into their feminist campaign. However, Nike did not employ the message that buying their products would help impact social injustice.
Brands are “… driven by…problems facing society” 16 Fig 7
Brand Activism
Brand Activism
1.5 In Conclusion
I n Conclusion It can be concluded from this chapter that brand activism is when a company highlights an environmental, social or political issue in the hope of influencing change. This chapter also discovered that brands used activism as a marketing ploy. They attached themselves to activist stands to gain consumers and differentiate themselves. Cause-related marketing means consumers will buy into a brand in order to feel a participant of a movement and consequentially the brand will benefit from the increased custom. Additionally, a development in brand activism was identified. Brands are now attempting to influence change which does not directly impact them. To help understand why socially-driven brand activism is occurring, influential factors of this trend will need to be identified.
18 Fig 8
Chapter
Influential Factors
CHAPTER TWO
2.0
INFLUENTIAL FACTORS
20
Chapter
Influential Factors
2.1 Political Unrest
2.1 Political Unrest The chapter that follows will explore what possible factors are influencing brands to engage with activism. The next section will discuss how current hostile political environments may be causing brands to engage in activist issues. Since the 2016 presidential election and UK’S Brexit vote, there has been political unrest across the globe. Cities have been taken over by various passionate campaigns. These include women’s rights protests, calls for change in US gun laws and the proposition of a second EU referendum in the UK. In 2017 President Donald Trump signed an executive order barring Syrian refugees from entering the U.S. This caused many brands including Air BnB, Google and Nike to declare their disagreement with the policy. Additionally, Starbucks announced a five-year plan to hire 10,000 Syrian refugees (Murphy, 2018).
Cities have been taken over by various passionate campaigns
22 Fig 9
Influential factors
1.0
2.1 Political Unrest
This indicates that brands are engaging with activism due to political unrest. Without Trump’s ban on refugees, Starbucks would not have created their employment plan. It shows companies trying to fix the problems society are having to face due to political policies. This is forming a greater connection with consumers who agree with the brand’s stand. Therefore, this may influence consumers to buy into a brand and so, they see an indirect benefit. This causes some to argue that brands are engaging with these issues to gain custom rather than because of a genuine care for the issues.
24 Fig 10
Influential Factors
Influential Factors
2.2 Social Media
2.2 Social Media The previous chapter identified that social media can help make activist campaigns global news, as seen with the Nike study. In 2018 Ben and Jerry’s, leading ice-cream brand, used a Facebook Livestream to announce its campaign against President Donald Trump’s policies and its support for activist organizations (Facebook, 2018). The Livestream was viewed over fifty-eight thousand times, showing the size of the audience these campaigns can draw. Ben and Jerry’s campaign received divided opinions from viewers, with #Boycott and #IStandWithBandJ both appearing in the comments showing the conflicting sides (Facebook, 2018). However, five days after the Livestream, the brand’s stock prices rose by 4.74%, showing the brand indirectly benefiting from its actions (Knoebel, 2018).
S tock prices rose by 4.74% (Knoebel,2018)
26 Rig 11
Chapter
Influential Factors
2.2 Social Media
This indicates that social media can increase exposure of and generate conversation and debate a movement. It allows campaigns to reach global audiences, which is an argument supported by analysis of the Black Lives Matter movement. Since its creation in 2013, the hashtag #blacklivesmatter has been used on average 17,002 times a day on Twitter (Anderson et al, 2018). This demonstrates the size of audience brands campaigns can reach. This statistics alone many influence companies to create one due to the potential benefits. However, people sharing a hashtag might hinder progress to the movement as it could stop them from actively protesting. This is supported by Ozard and Clark’s concept called ‘slacktivism’ which describes how people show their support for a movement in an effort which is minimal, however, feel they’ve contributed (Chetty, 2012). Therefore, by sharing a hashtag, an individual may not feel obliged to do any other form of protesting; which could have a more direct impact on the movement.
28 Fig 12
Influential Factors
2.2 Social Media
Social media as a significant factor influencing in activism is once again demonstrated by Ben and Jerry’s choice to use online platforms to communicate its campaign. It is interesting to note that, similarly to Nike, that the campaign divided opinions. The campaign stimulated many debates, sparked by a contrast of emotions, which may be what is fuelling the momentum behind the movements. Additionally, Ben and Jerry’s campaign caused their stock prices to increase. This may have been predicted, demonstrating a more personal motivating factor for them to engage in activism
#blacklivesmatter has been used on average 17,002 t imes a day on Twitter (Anderson et al, 2018)
30 Rig 11
Influential Factors
2.3 Influential Factors
2.3 Capital
2.3 Capital The previous section identified capital as a potential motivating factor. This argument is supported by analysis of Nike’s campaign. In the four-day period following the release of the campaign, Nike’s sales increased by thirty-one per cent (Kolter and Sarkar, 2018). Williams (2018) reported that Nike received an estimate of forty-three million dollars’ worth of media exposure. This indicates that a brands engagement in a movement may be primarily motivated for capital. Consumers who demonstrate similar values will buy in a brand, stimulating profits and potentially increasing the size of their consumer. This argument is further supported by Wendy Hein, an industry marketing expert. Hein stated in an interview with the researcher, “all activist campaigns by corporations are driven by capital.” (Appendix 2, section1). Data collected by the researcher, via a questionnaire, adds additional support to the argument. Findings have shown sixtytwo per cent of the hundred participants believed brand activism was being used as a marketing tool (Appendix 1, Q8). The main limitation of this research; however, is the small sample may not be representative.
forty-three million dollar s’ worth of media exposure. (Williams, 2018)
32 Fig 13
Influential Factors 2.3
2.3 Capital
“all activist campaigns by corporations are driven by capital.� (Hein, 2018)
34
Influential Factors
Influential Factors 2.3
2.3 Capital
It must be noted; however, this is analysis of one an individual case. One brand which did not experience capital gain from their activist campaign was Pepsi. In 2017, Pepsi released an advert for “global unity”, however critics accused it of trivializing the black lives matter moment. The advert was later withdrawn, and the drinks-company wrote a letter of apology. Yovgov (2018) found that it took nine months for consumer’s perception of Pepsi to recover following the advert. This presents a risk factor with engaging in movements. Misscommunicated campaigns could damage a brand’s reputation and its profits. Therefore, capital gains are not always achieved, making it a less influential factor.
36 Fig 14
Influential Factors 2.3
2.4 In Conclusion
I n Conclusion This chapter presented political un-reset as an influential factor. It was determined that political related-issues are influencing brands to become problem fixers. Additionally, the growth of social media has allowed a movement to draw a global audience and to stimulate conversations on the issue. Campaigns which fuelled debate experienced an acceleration in momentum. It is important to note; however, social media could be hindering the progress due to slacktivism. Lastly, the findings of the research show brands have indirectly benefitted from the campaigns. Reported sales and stock-price increases indicate capital as an influential factor. If the campaigns are being created for personal gain and not in hope of influencing change, this questions the authenticity.
Slackt ivism -
The practice of supporting a political or social cause by means such as social media or online petitions, characterized as involving very little effort or commitment (Oxford Dictionary 3.0, 2018).
38
Chapter
Authenticity
CHAPTER THREE
3.0
AUTHENTICITY
40 Rig 11
Authenticity
Authenticity
3.1 Definition
3.1 Definition Capital gain being identified as an influential factor challenges the authenticity of the brand campaigns. Authenticity is defined as “of undisputed origin and not a copy; genuine” (Oxford Dictionary 2.0, 2018) However, it is an ambiguous term which is based on an individual’s perception. For a brand’s campaign to be perceived as authentic, the consumers must believe it is a genuine pledge to impact change. The researcher’s view of an authentic campaign is one which the movement is not being exploited for the company’s own capital gain. If revenue is generated from the campaign, the direct cause should benefit from a donation. For a campaign to be fully authentic, all profits generated should be donated to the issue.
“...the moment is not being exploited for the company’s own capital gain...”
42 Rig 11
Authenticity
3.2 Determining Authenticity
Determining Authenticity In 2004 Dove, a cosmetic company launched their ‘Real Beauty’ campaign to promote the feminist movement. The campaign involved women of different ages, ethnicities and body types. The aim was to change the stereotype of a ‘perfect’ woman that had been previously portrayed through various forms of media and to deliver a message that every female is beautiful. This was celebrated and praised for being the first campaign of its kind, one which aimed to increase the diversity of adverts within the cosmetics industry. It must be noted; however, Dove was accused of racial insensitivity after releasing an advert in 2017 involving a black woman removing her top and turning into a white woman. It was said that is portraying that black skin is dirty and white skin is clean.
“of undisputed orig in and not a copy; genuine”
(Oxford Dictionary, 2018) 44 Rig 11
Chapter
Authenticity
3.2 Determining Authenticity
These findings show the Dove campaign as one of authenticity, they achieved this by creating a message which would directly impact the feminist movement. This is supported by primary research, collected via a focus group, where over a third of participants perceived the campaign as ‘relatable’ (Appendix 2, Qu 5&7). This shows their goal of making beauty inclusive was successful and was perceived positively. The fact that the campaign was long-lasting highlights an honest intention to help impact the movement, rather than it being motivated by immediately increased revenue. Additionally, the campaign is the first of its kind shows great initiative and bravery, it wasn’t simply following other movements, but rather was an advocate of changing stereotypes of women in the media.
the campaign is the fir st of its kind shows great initiative and bravery
46 Fig 15
Authenticity
3.2 Determining Authenticity
However, accusations of racism are a direct contradiction to the Dove’s message behind ‘Real Beauty’. The misz-communicated message of the advert could have damaged women’s self-esteem, causing the opposite effect to what the campaign set out to do. This caused the ethos of the campaign to be questioned and its validity to be re-examined. The advert was removed, and Dove apologised via Twitter (Dove, 2017). However, no additional effort was made to help recover the harm caused. This demonstrates a lack of care from the company which also indicates that Dove endorsed the campaign in order to benefit personally from the movement, instead of showing an ambition to help make positive change. This would make it a campaign of minimal authenticity.
Genuine
Good Values
Trust-Worthy
Not a fake
Leg it
Real
A word cloud generated by Appendix 2 48
46
Authenticity
3.3 Accessing Authenticity
3.3 Accessing Authenticity In a previous section, Pepsi’s advert for global unity was identified as one that missed the mark. The advert replicated the protests against the killings of the innocent black people by the American police, which were currently happening in American. Jenner hands a Pepsi drink to the police officer which the officers accept, demonstrating peace accomplished. The advert received criticism for its attempts at tackling the social issue. The backlash was found on every social media platform, causing the advert to gain global attention. It was scrutinised for its insensitivity about the black lives matter movement and for lack of diversity in the advert. Pepsi later removed the advert and published a public letter of apology. They also took the blame for putting Jenner in this position.
50 Fig 16
Authenticity
3.3 Accessing Authenticity
This section demonstrates that if a message is miss-communicated, the brand can face mass criticism; generating damaging effects. Pepsi’s effort to be the ‘problem-solver’ was a naïve approach to a serious and topical subject. This shows it is crucial that a brand’s campaign is respectful and sensitive to the issues involved. Choosing Jenner, an outsider to the movement, and having a lack of diversity in the advert does not give a true representation. In an attempt to emotionally connect with consumers, it ultimately generated the counter-response. Pepsi offered no other form of apology, like Dove, showing a lack of care to the upset it caused. In contrast, it could be argued this up-roar was what Pepsi wanted to achieve. It fuelled worldwide discussions and drove attention to the brand. If the motivation was personal gain, rather than a genuine hope to influence change, this demonstrates the campaign with minimal authenticity.
We’re Sorry... 52
Authenticity
3.4 In Conclusion
3.4 I n Conclusion In conclusion, this chapter has identified having a consistent activist message over a long-lasting period can help to prove the campaign is authentic. It proves honest intentions are behind the campaigns, which hope to benefit positive change to the movement. On the other hand, a poor effort in demonstrating a lack of care to the issues involved causes a campaign to lack authenticity. Findings can conclude that a campaign’s message must be clearly communicated and well-executed to ensure it is not miss-interrupted. Involving highly sensitivity subjects means thought-out care must go into its marketing strategy to ensure no offence or harm is caused.
54 Fig 17
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Chapter
Measuring Impact
CHAPTER FOUR
4.0
IMPACT
56 Rig 11
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Impact
4.1 SWOT Analysis
4.1 Swot Analysis
Lush: #SPYCOPS, 2018
This next chapter will investigate if brand activism has successfully
A campaign to expose the scandal of the undercover spy unit
impacted the associated movements. In order to achieve this, the
created by the London police in 1968.
researcher will determine the success of case studies through SWOT analysis.
Strengths
Weaknesses
Opportunity
Threats
•Campaign had
•Many
•Lush
•Lush staff
a clear message,
interrupted
established
members
which was
the campaign
themselves as a
faced threats
displayed in
as anti-police
serious activist
in-store, which
shop windows.
which led
company.
could have
Video content
to people
with information
protesting
•Opportunity
of
was uploaded
#SpyCops.
to take on
dis-stress to
more highly-
the employees.
online.
caused a level
•Apart from
sensitivity
•It made
exposure, no
topics in the
national news
other benefits to
future.
and had
the movement
backing from
have been
The Guardian
disclosed.
newspaper.
58 Rig 11
Impact
4.1 SWOT Analysis
TOMS: one for one, 2006 A principle that for every pair of shoes sold in the developed world, a pair would be donated to a child in need.
Strengths
Weaknesses
Opportunity
Threats
•TOMS became
•Some
•TOMS has
•A decrease
a well-known
consumers
developed their
in sales of
global brand
are unsure
program to
TOMS from
with a clear
the campaign
include eyewear. the developed
principle.
is authentic
•TOMS have
world will
(Appendix2,
•This
decrease it’s
Q6).
demonstrates
impact the
helped 1000
a opportunity
program can
children in
•Critics argued
to adapt the
generate.
Liberia to start
the campaign
principle in
school and
should donate
other areas.
created 700
better resources
jobs in regions
to make a
shoes are
greater impact.
donated (TOMS, 2018).
60 Fig 27
Impact
4.1 SWOT Analysis
PUMA: #Reform, 2018
Swot Analysis
A platform to support and encourage conversations around issues
Findings identified strengths of the campaigns which meant they had a
on universal equality and criminal justice reform.
successful impact. These included having a clear well-executed message help to communicate the purpose. Additionally, the impact to the movements was demonstrated in form
Strengths
Weaknesses
Opportunity
of donations of funds and resources.
Threats
The weaknesses of the campaigns included not receiving the same •Involvement
PUMA’s
Setting up a
Their
of celebrity
campaigns
entire separate
campaigns
advocates in the
gained
platform gives
may become
campaign
significantly
the campaigns a
shadowed by
less media
area to develop
others which
•The campaigns
coverage
and grow.
are more
have generated
than Nike’s
support from
Kaepernick
Jay Z and Usain
campaign,
Bolt.
although both
amount of amount of media attention due to them having a less controversial stand. In some cases, the impact generated was not disclosed, making it was hard to determine if the movement benefitted or if the impact was poorly communicated. In addition to this, consumers were cynical if the pledges were authentic and carried out.
controversial.
Further analysis of case studies will determine how much brand campaigns have successfully impacted the associated movements.
covered similar •Pledge
issues.
to donate $100,000 to the cause.
62 Rig 11
Chapter
Impact
4.2 Patagonia
4.2 Patagonia Patagonia, an outerwear company, has been known as an activist brand since the 1980s. Patagonia’s director of philosophy Vincent Stanley said they put “social and environmental objectives together to reach long-term goals” (OXF, 2018). Since 1985 Patagonia has donated one per cent of their annual income to environmental groups which their consumers support (Patagonia, 2018). In 2017 Patagonia donated all profits they earned on Black Friday, which demonstrates an example of a fully authentic campaign which was previously defined. Patagonia created a ‘buy less’ concept which encourages consumers to prolong the life of their products to stop mass consumerism (Patagonia, 2018).
“social and environmental objectives together to reach longterm goals” (OXF, 2018)
64 Fig 18
Fig 19
Chapter
Impact
4.2 Patagonia
However, in 2011 Patagonia discovered human slaves in their supply chain after auditing factories in Taiwan (Patagonia 2.0, 2018). Patagonia announced their discovery in a blog post on their website. The post contained details of the investigation into the ordeal and the changes it would implement. This involved creating an additional audit teams which would carry out extensive examinations in factories. The findings indicate Patagonia’s campaigns have generated donations to benefit a number of environmental groups. The impact was demonstrated through a twenty-million-dollar fund that was set up to help fund like-minded businesses (CSR central, 2015). This communicates to the consumer how the donations are being utilised. By Patagonia proving its authenticity, the consumer remains engaged.
66 Rig 11
Impact
Policies implemented did improve the welfare of the Taiwan workers. It must be noted,however, the ordeal did jeopardise Patagonia’s
4.2 Patagonia
Patagonia announces act ivist campaign
reputation of being a sustainable brand. Patagonia was aware it was
Consumer buys into the brand
crucial they reacted efficiently to stop the brand’s image getting damaged. This may have been the main motivation behind the campaign, instead of a genuine concern to the workers. Patagonia has demonstrated campaigns with prolong measures, with their policies which date back to the ninety-eightys. The benefits of
Consumer is impressed and reminds engaged
this measures mean it gives time for the impact of the campaign to be observed, as demonstrated by the diagram.
Consumer views the positive impact made
Patagonia generates donations for the cause
An successful impact made to the movement is communicated.
A diagram which demonstrates the full cycle that forms when Patagonia launch a campaign. The cycle shows demonstrate it is key to communicate the successful impact the campaign generates.
68
Success
Impact
4.3 Lloyds Bank
4.3 Lloyd’s Bank In 2018 Lloyds bank, in collaboration with Channel Four; a national broadcaster, launched a mental health awareness campaign called #GetTheInsideOut. The series of adverts involves people, some being celebrities, questioning how the illnesses may affect them (Lloyds bank, 2018). The aim of the campaign was to educate the audience on mental health and to remove the stigma it has. In addition to this, Lloyds bank raised just under five million pounds for Mental Health UK (Hammett, 2018). The funds have helped the bank to launch a money advice service, which provides information on how mental health may be affecting financial issues. A program was also developed for its employees which provides them with support for mental health issues (European Union News, E.U, 2018). The CEO of Lloyds bank, Antoni Horta Osorio, began the campaign after suffering from mental health issues himself (E.U News, 2018). This shows a more personal motivation behind the campaigns, indicating a genuine care for the issues involved.
70 Fig 21
Rig 11
Impact
4.3 Lloyds Bank
The campaign has demonstrated a progressive impact through the money donated towards the cause and the launch of help services to provide support. Due to the short duration of the campaign, the full implications of the programs are hard to determine. The collaboration with channel four allowed the campaign to draw a national audience. Their campaign involved an issue which was one of public’s concern, therefore a national television channel was an appropriate platform to communicate on. The use of celebrities from a variety of media industries would have given the campaign more attention. These attributes made it a well-executed campaign. It must be noted, however, that the celebrities were paid to appear on the advert, showing their participation was because of financial reasons. A greater impact would have been caused if these fees were donated directly to the cause.
#GettheI nsideout 72
Success
Impact
4.4 In Conclusion
4.4 I n Conclusion This chapter can conclude that impacts of brand activism to the associated movements were demonstrated through donations, monetary and resources, and through the creation of support platforms. Further analysis concluded that investing in an issue long-term will improve the campaign’s impact on the movement. A short burst of exposure to the issue will not be as beneficial as a consistent fight over-time. This allows the consumers to observe the full impact of the campaign, leading them to remain engaged with the brand. If consumers remain to engage, the campaigns can continue to run and generate a greater impact. Ultimately, the campaigns achieved a progressive impact when they were well executed, clearly communicated and ran long-term. This forms a criterion of characteristics that help to a make a campaign have a successful impact on the associated movement.
Criteria: •Well executed •Clearly communicated •Long-term 74 Fig 20
Chapter
Conclusion
The aim of this study was to identify influential factors behind brands activism and to determine if the campaigns had successfully impacted the associated movements. Findings identified a development from cause-related marketing to societally-driven brand activism. Historically, brands have attached themselves onto movements in order to differentiate their products; to drive profits. This was demonstrated with the Lucky Stripe’s pioneering campaign for women to be able to smoke. The cigarettes became associated with female
CONCLUSION
empowerment, which increased Lucky Stripe’s sales. A development in brand activism was demonstrated by Nike’s campaign with Kaepernick. This show a brand associating themselves with a movement, without the direct involvement of their products.
76
Chapter
Conclusion
Nike’s campaign divided opinions which fuelled the exposure it gained online. This concludes there is a new element of brand activism with the growth of social media. It has allowed movements to become top trended topics. The research discovered Nike’s campaign received forty-three million dollars’ worth of media exposure (Williams, 2018). These findings show the global reach online campaigns can draw, influencing brands to use these platforms to home their activist stands. In addition to this, the investigation did identify a trend which helped to increase exposure for the campaigns. Similarly, Nike and Ben and Jerries’ stands received divided opinions from the public; some opposed whilst others praised. Generating a contrast of emotions fuelled the conversation it generated online, consequently increasing the media attention it gained. It must be noted; however, a negative impact of social media was identified called ‘Slacktivism’. This refers to people feeling they’ve contributed to a movement by minimal effort. Consequently, this stops people to further their activist actions which may have a greater impact on the movement.
78 Fig 22
Conclusion
Conclusion
Furthermore, findings determined political unrest as a factor influencing brands to create activist campaigns. Trump signing an executive order against Syrian refugees influenced Starbucks to create their employment plan. It was noted, however; consumers who praised the campaigns may buy into the brand. As a result of this, cooperate capital was gained. This establishes an indirect corporate benefit from engaging with activism, which indicates capital as an influential factor. Research has shown Nike’s sales rose by thirty-one per cent in the initial period after the Kaepernick advert (Kolter and Sarkar, 2018). Further supporting evidence by the researcher shown sixty-two percent of the participants believed brand activism was being used as a marketing tool (Appendix 1, Q8).
80 Fir 23
Conclusion
This led the study to investigate if the campaigns were ones of authenticity or if the main motivation was capital. The researcher’s determined an authentic campaign as one which did not exploit the movement for corporate capital gain. Analysis of case studies helped to identify characteristics of a campaign with authenticity; which included having a consistent pro-long activist message. Secondly, a lack of care was must not be perceived by consumers. To determine whether brand’s campaigns are helping to impact associated movements case studies were analysed. Findings from Patagonia and Lloyds Banks shown movements were impacted through donations and creation of support platforms. Further analysis identified characteristics of a successfully impactful campaign, which included being well executed, clearly communicated and to be of longevity.
the message must be clearly communicated, well executed and demonstrate a genuine pledge for change
82
Conclusion
Conclusion
In conclusion, this investigation has identified social media, political issues and capital as factors influencing brands to engage in activism. The campaigns have impacted movements through the creation of support programs and donations. It must be noted, however, that capitalist gains were an indirect impact of activist campaigns. This forms argument that campaigns could be motivated by profit. motivations. Therefore, for a brand’s campaign to be successful, it must have elements of the criterion which was identified. The campaign must be well executed, clearly communicated, and be of longevity to have a progressive impact on the movement.
84 Fig 24
Rig 11
Chapter
Recommendations
Further Research A recommendation is to further investigate the impact made by brand activist campaigns to the association movements. The research identified the campaigns were beneficial to the movements through donations and the invention of care programs. Further research would involve a deeper analysis of how the Lloyd Bank programs have benefited mental health issues. The investigation would research if the people who have used the platforms felt they were beneficial in helping the issues. Experts in the mental health field would be interviewed to determine if they believed Lloyds Bank have had
RECOMMENDATIONS
progressive impacted on the issues. Findings from the research would help identify successes and failures, which could be used to improve the programs.
86 Rig 11
Fig 25
Recommendations
Web Browser Algorithms The research concluded a successful campaign needs to be wellexecuted in order to reach the consumer. Therefore, a second recommendation is to develop an algorithm (AL) led program that connects activist campaigns with the appropriate audience. Patagonia could collaborate with Google to form an AL that collects data from a person’s web browser. If a user is engaging in anti-plastic protests and shopping for sustainable products, the AL would identify this user as an individual who would be interested in environmental issues. Adverts of Patagonia’s activist campaigns would be displayed to the person on their browsers. This would inform more people interested in the movement, which could influence donations.
88
Fig 26
Conclusion
Verbal Tag Algorithms The research concluded that campaigns of longevity were able to generate a greater impact on the movement. A second recommendation would be pro-long the measures of Nike’s campaign by evolving its advertisement strategy. The invention of home hubs including Amazon’s Echo means information is provided via verbal tags. An algorithm would be developed in association with an Amazon Echo to continue to communicate Nike’s campaign. AL will collect data from the user, including the news platforms they read and other behaviours. If AL predicts the user is interested in progressive campaigns, this data will be communicated to the user’s other connected platforms. The Nike campaign will ,therefore, be displayed on all applications the user has linked.
90
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Milmo, C. (2018) Body Shop’s popularity plunges after L’Oreal sale. [The independent] Available at: https://www.independent.co.uk/news/uk/this-britain/body-shops-popularityplunges-after-loreal-sale-6104058.html (Accessed 24th October 2018) Murphy, M (2017) Starbucks to hire 10,000 refugees world [Market Watch] Available atL https://www.marketwatch.com/story/starbucks-to-hire-10000-refugees-worldwide-2017-01-29 (Accessed 24th October 2018) Nike (2018) NIKE [Instagram] Available from: https://www.instagram.com/nike/?hl=en ([Accessed 17th November 2018) OFX (2018) 17th September 2018 The rise of purpose-driven businesses with Patagonia’s Vincent Stanley [Podcast] Available at: https://open.spotify.com/ episode/1hlS7wM8QBQymnT0dQ01rV?si=DItzIRW6Sla9rMYLbVqnfw (Accessed 20th October 2018) Oxford Dictionary (2018) Definition of Activism [Oxford Dictionary Diaries] Available at: https://en.oxforddictionaries.com/definition/activism (Accessed 9th October 2018) Oxford Dictionary 2.0 (2018) Definition of Authentic [Oxford Dictionary Diaries] Available at: https://en.oxforddictionaries.com/definition/authentic (Accessed 10 November 2018) Oxford Dictionary 3.0 (2018) Definition of Slacktivism [Oxford Dicitionary Diaries] Available at: https://en.oxforddictionaries.com/definition/slacktivism (Accessed 20th November 2018). Oxford Dictionary 4.0 (2018) The origin of black Friday and other black days[Oxford Dictionary Diaries] Available at: https://blog.oxforddictionaries.com/2015/11/27/what-isblack-friday/ (Accessed 20 November 2018) Patagonia(2018) Don’t buy this jacket [Patagonia] Available at: https://www.patagonia.com/ blog/2011/11/dont-buy-this-jacket-black-friday-and-the-new-york-times/ (Accessed 16th November 2018) Patagonia 2.0 (2018) The Cleanest Line [Patagonia] Available at: http://www.patagonia. com/blog/2015/06/the-unacceptably-high-cost-of-labor-a-new-migrant-worker-standard-frompatagonia/ (Accessed 16th November 2018) Pearce, C (2017) The Body Shop: What went wrong? [BBC] Available at: https://www.bbc. co.uk/news/business-38905530 (Accessed 25th October 2018) Roundtable (2018) Are brands hijacking social justice causes for profit? Available at: https:// www.youtube.com/watch?v=tGlHFOT4paA&t=501s (Accessed 8th October 2018) Shatzman, C (2017) How The Body Shop uses content to drive social change [NewsCred] Available at: https://insights.newscred.com/body-shop-content-marketing-social-change/ (Accessed 19th October 2018) The Guardian (2018) As victims of spycops, we stand with Lush in campaign for full disclosure [The Guardian] Available at: https://www.theguardian.com/uk-news/2018/jun/04/ as-victims-of-spycops-we-stand-with-lush-in-campaign-for-full-disclosure Accessed 15th November 2018 TOMS (2018) Improving lives [TOMS] Available at: https://www.toms.co.uk/improving-lives Accessed 9th October 2018 Williams, E (2018) Kaepernick Campaign Created $43 Million Buzz for Nike [Bloomberg] Available at: https://www.bloomberg.com/news/articles/2018-09-04/kaepernick-campaigncreated-43-million-in-buzz-for-nike-so-far (Accessed 12th October 2018). YouGov (2018) One year after Jenner ad crisis, Pepsi recovers but purchase consideration hasn’t [YouGov] Available at: https://today.yougov.com/topics/food/articlesreports/2018/04/17/one-year-after-jenner-ad-crisis-pepsi-recovers (Accessed 12th November 2018)
V
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VI
Image References
IMAGE REFERENCES Page Cover: J Sullivan Nike (2018) Kaepernick Campaign [Image] Available at: https://www.cnbc.com/2018/09/10/nike-regains-sharelosses-sparked-by-controversialkaepernick-campaign.html (Accessed 20th November 2018) Fig 1: Risberg, E.(2018) Nike Kaepernick Campaign [Image] AVAILABLE AT: HTTP://WWW.MAINEPUBLIC.ORG/POST/RESPONSENIKE-HIRING-KAEPERNICK-POLIQUIN-URGES-CUSTOMERS-BUY-NEWBALANCE#STREAM/0 (ACCESSED 20TH NOVEMEBER 2018) Fig 2: Ben and Jerry’s (2018) Pecan Resist [Image] Available at: https:// people.com/food/ben-and-jerrys-new-anti-trump-ice-cream-flavor-pecanresist/ (Accessed 18th November) Fig 3: Artist’s Own – Image of Women power protest exhibition Fig 4: Lucky Stripe (N/A) First again with tobacco men [Image] Available at: https://wayofourfathers.com/smoking-ad-and-poster-collection/ lucky-strike-ad-poster-collection/1948-first-again-with-tobacco-men-luckystrike-2/ (Accessed 14th November 2018) Fig 5: The Body Shop (N/A) Ad Campaigns [Image] Available at: https:// www.adsoftheworld.com/forum/51815 (Accessed 19th November 2018) Fig 6: Artist Unknown (2016) Take a Knee [Image] Available at: https:// www.collater.al/en/dream-crazy-new-nike-commercial/ (Accessed 15th November 2018) Fig 7: Nike (N/A) Just do it [image] Available at: http://www.tribpub. com/gdpr/chicagotribune.com/ (Accessed 17th November 2018) Fig 8: Kiesewetter,J (2017) Women’s March [Image] Available at: https://unsplash.com/photos/Qc6vnbE4JQs (Accessed 18th November 2018) Fig 9: M.B.M (2018) Trump Protest [Image] Available at: https:// unsplash.com/photos/Qc6vnbE4JQs (Accessed 17th November 2018) Fig 10: Artist Unknown (2015) Starbuck’s cap [Image] Available at: http://fortune.com/2015/03/16/starbucks-baristas-race-talk/ (Accessed 21st November 2018) Fig 11: Meena, N (2018) Protests [Image] Available at: https://unsplash. com/photos/IFh4o-U-BGg (Accessed 20th November 2018) Fig 12: Sticker you (N/D) Black Lives Matter [Image] Available at: https://unsplash.com/photos/ibZpeYbpAfI (Accessed 16th November 2018) Fig 13: Kaminski,M (2018) Money [Image] Available at: https:// unsplash.com/photos/5fd2jdyGo-8 (Accessed 15th November 2018) Fig 14: Spenser (2016) Protests [Image] Available at: https://unsplash. com/photos/OxJxV4qakx0 (Accessed 17th November 2018) Fig 15: Pinterest (N/D) Women Protests [Image] Available at: https:// www.pinterest.co.uk/pin/142496775690635705/?lp=true (Accessed 18th November 2018) Fig 16: Unsplash (2017) Protests [Image] Available at: https://unsplash. com/search/photos/protests
Fig 17: Leong,J (2017) Street Activism [Image] Available at: http:// www.julieleong.com/street-activism (Accessed 19th November 2018) Fig 18: Patagonia (2016) Don’t Buy This Jacket [Image] Available at: https://mpk732t12016clustera.wordpress.com/2016/05/09/dont-buythis-jacket/ (Accessed 20th November 2018) Fig 19: Stringer (N/D) Patagonia Human Slaves [Image] Available at: https://www.theatlantic.com/business/archive/2015/06/patagonialabor-clothing-factory-exploitation/394658/ (Accessed 20th November 2018) Fig 20: Artist Unknown (N/D) Patagonia [Image] Available at: http:// csrcentral.com/patagonia-the-clothing-company-with-a-revolutionaryapproach-to-csr-sustainability/ (Accessed 17th November 2018 Fig 21: Artist Unknown (2017) Lloyds Bank Mental Health [Image] Available at: https://www.creativereview.co.uk/lloyds-bank-launchesmental-health-awareness-campaign/ (Accessed 18th November 2018) Fig 22: Ben and Jerry’s (2018) Peacan protest [Image] Available at: https://people.com/food/ben-and-jerrys-new-anti-trump-ice-creamflavor-pecan-resist/ (Accessed 17th November 2018) Fig 23: Rustad, I (2017) Women’s Protest [Image] Available at: https:// unsplash.com/photos/PIhsoerkXxY (Accessed 18th November 2018) Fig 24: Artist Unknown (2018) Nike’s Kaepernick Campaign [Image] Available at: https://www.independent.co.uk/news/world/americas/ nike-colin-kaepernick-ad-campaign-sales-up-improve-online-boycotttrump-a8529061.html (Accessed 18th November 2018) Fig 25: Artist Unknown (N/D) Algorithm [Image] Available at: https:// dataconomy.com/2017/05/keep-real%E2%80%8A-%E2%80%8Asay-noalgorithm-porn/ (Accessed 21st November 2018) Fig 26: Artist Unknown (N/D) Amazon Echo [Image] Available at: https://www.videoblocks.com/video/circa-february-2018---the-bluering-atop-an-amazon-alexa-virtual-assistant-circles-in-a-darkenedkitchen-rlilcmgomje4vppsq (Accessed 21st November 2018 Fig 27: Yoyto (N/D) TOMS [Image]Available at: https://www.yotpo. com/blog/word-of-mouth-marketing/ (Accessed 21st November 2018)
VII
Appendix 6) If a brand expressed opposite values to your own, would this make you stop purchasing from the brand?
APPENDIX ONE
38%- yes 16%- no 46% - maybe 7) How important do you believe it is for brands to take proactive stands?
1) The definition of Brand Activism is “When a company seeks to have an impact on a social, economic, environmental, or political problem” Were you aware of this trend before this questionnaire? 58% - yes 42% -no
Extremely important –5% Very important- 38% Somewhere important – 31% Not so important –12% Not at all important – 14%
2) In September 2018 Nike launched a campaign with former NFL player turned activist, Colin Kaepernick. Were you aware of this campaign prior to this questionnaire? 53% -yes
8) What factors do you believe are influencing brands to practice activism”? (May select more than one answer) Hostile political environment – 38% Social media – 70% Marketing tool – 62% Other – 10%
3) If yes, What were your thoughts? (Impressed, Disappointed, Angry, Inspired) Response
Freq.
Inspired 3 Impressed 11 Interested 1 Disappointed 1 Disapproved 1 Cynical of the motive 4 To leverage commercial gain 1 Brave 1 controversial 1 For free media coverage 2 surprised 1 Total
27
4) During the 2016 presidential election, New Balance supported Trump’s campaign whereas UniLever sided with Clinton. Would you like brands to take public stands on political/social issues like this? 33% - yes 67% - no 5) If a brand expressed similiar values to your own, would this increase their appeal to you and make you want to shop at this brand? 41% - yes No – 18% 41%- maybe
Points raised – sustainable issues becoming more popular Self-promotion Need to stand out in crowded markets 9) What types of issues would you like brands to intervene in? (May select more than one answer and please add more information in “other” if you wish) Environmental – 89% Political – 19% Social – 50% Other- 10% Brands to tackle issues that are relevant to their brand Charity Health 10) How old are you? 16-18- 2% 19-24- 40% 25-30- 6% 31-35- 2% 35-45- 12% 45+ - 38%
ViII
Appendix Two
APPENDIX TWO Researcher (Alice Johnson: R) Partipcant
Age
Occupation
Address
One Twenty-one Sales Assistant York Two Twenty Farmer Guildford Three Twenty-seven Musician Birmingham Four Twenty-two Teacher Surrey Five Twenty Radiography Cardiff 1) R: Please write on a post it notes what the word authentic means to you? R: Please now read out what you have wrote on your post it notes P1: Something which is legit, genuine, not a fake or copied P2: Genuine, good values and traditional P3: Genuine, trust-worthy and just real P4: Real P5: Is it Real? Is it legit? 2) R: Name a corporation/company/person/charity/ organisation that you define as authentic? & why P1: I wouldn’t have to think anything else wasn’t authentic unless it had a copied version. R: So you believe something is authentic unless it is a copy? P1: Yes P2: It’s hard to know if someone is authentic or a bad person without know the ins and outs. P5: I do believe there are a lot of celebrities that are because obviously there are issues which affect them more than they affect us, for example the black lives matter moment P2: It’s more likely for a celebrity to more be authentic than a business. Business has many different strings attached. P1: Aston Kutcher is. Philip Green- annoys me off working for him but I don’t see a personal connection, although I do hold some shame. personally connected. P1: I rarely see adverts anymore, But I liked Starbuck pledge with the refugees. That would make me go to starbucks over costa. P3: Bringing issues to us so we see them more helps. Sometimes we distance ourselves from it. The fact we can see it around us helps us connect with it more. P4: Seeing is believing P5: It helps to have a direct connection to the brand. So, making people connect more would help
P5: Sometimes they don’t really rub of their beliefs, so they don’t go screaming about it until it becomes a point when it’s become a really big matter. Okay I need to speak out about it now and use my voice. I think that’s when its genuine because they are forcing it on you constantly, it’s just one big thing they believe in. P2: People in business such as owner of waitrose, Mark Price. He is a very genuine person who is vocal about their beliefs. You would think his beliefs are a bit alternative, but it is him just being genuine. He waited until he left Waitrose because he couldn’t bring Waitrose’s image in to it. P1: My boss, Philip Green is not authentic 3) How do you feel about working for him? P1: I do not see him as ‘my boss’. If I quit, it would no way harm him. It would be different if he was something I worked closely with. Whilst it does annoy me, and I do feel abit a shame. I do not feel 4) Do you believe it is important for celebrities to push their values? P5: Yes, because they are using their status. If they’ve got the status, I think they should. P1: Sometimes when you speak out about something which isn’t the norm, that becomes the main pin point of your personality. I don’t believe people should have to speak out about their values. P2: There is a lot of people who do not feel comfortable, for example people who are in charge at businesses are too scared to talk about Brexit. P3: Emma Watson is something who has really used her values. I would say she is authentic. P4: I would agree with Emma Watson being authentic. 5) R: What would it take for a brand to release a campaign that you would think is authentic? tP1: Using people I could relate to P2: I find it hard to connect with a brand, I connect more to a person They do not have to be famous, it can just be a normal person P1: For example, the Dove campaign. Using different women allowed people to find someone they could relate to.
Appendix Two 6) R: I am now doing to show you two different adverts. One is the Dove’s ‘Real Beauty’ campaign, the second is Tom’s ‘One for One’ campaign. Which one do you believe is the most authentic? P1,2,3,4,5: TOMS shoes P1: I brought 3 pairs of TOMS, but do I think 3 children got shoes from that? No I don’t P1: I think Dove campaign is authentic though as they used normal women. But I see think they stood up for something which benefited themselves. However, you can physically see the difference TOMs had made P2: Dove’s campaign was beneficial for the consumer and the company. TOMS was much more measurable P4: I do not believe a brand will not put out anything which won’t benefit them in some way. P5: I believe brands take the opportunity from seeing big movements, to make money off them. 7) R: Dove campaign has been criticised by telling people they need to feel beautiful. Do you agree with this? P3: I took it as a confidence thing, not a beauty thing. P2: So did I. Also, they looked happy who were confident. They were much more relatable, better than putting Kylie Minogue on it. P4: It’s at least giving the opportunity for other women to feel beautiful 8) What do you think is the most authentic way brands can help social movements? P5: Clearly, they make a lot of money from these movements anyway, I believe they should donate some money from that P2: I respect something which is minimalistic, not in the public eye. But in the small print, the brand stands for it. P4: The stella, buying clean water P5: I’m unsure where my money actually goes P1: I think a lot of brands do it because they are forced, think of Primark. They have moved factories because they told to by the government, however they made it out it was to help local communities.
Appendix Three
APPENDIX THREE Skype interview with Dr Wendy Hein 30/10/2018 – 54 minutes long Who Occupation Dr Wendy Hein Lecturer in Marketing at Birkbeck Why participant was selected Appeared on Roundtable panel for Brand Activism (Roundtable, 2018) R= Research W = Wendy 1) R: To begin with, I want to ask how come you appeared on the Roundtable panel on brand activism? W: One of my students was the producer. She got in touch because you always had great ideas on the topic in class. W: There is very little new with brands being politically engage. The way they might be engaging now might have changed but it isn’t a new concept. The causes and use of media may be different, but brands tapping into politics isn’t new. 2) R: What would be your main examples of other brands who have always done it? W: Edward Bernad was one of the big propaganda marketers in the 1920/30s. He tapped into the suffragette movement. Smoking was mainly a male thing and so they linked smoking and women liberation movement together. They said women you can smoke just as well as a man and created a protest in New York. Cigarette became a symbol for liberation. W: Activism lets brands connect them with something which is really real. 3) R: How you feel activism has changed in recent years? Activism allows brands to stay constantly current and in the movement. How people are interacting with these campaigns are different. Its through tweeting, blogging, re-posting. It becomes more virtual and doesn’t even have a physical existence. To get something which is real brands need to stick a meaning with their products. 4) R: Do you believe online protests are as authentic as real protests? W: ‘Slack-itvism’ the term when people just re-post or share something online which allows them to feel apart of the movement. These online campaigns still generate emotional responses which are still very real.
6) R: I am now doing to show you two different adverts. One is the Dove’s ‘Real Beauty’ campaign, the second is Tom’s ‘One for One’ campaign. Which one do you believe is the most authentic? P1,2,3,4,5: TOMS shoes P1: I brought 3 pairs of TOMS, but do I think 3 children got shoes from that? No I don’t P1: I think Dove campaign is authentic though as they used normal women. But I see think they stood up for something which benefited themselves. However, you can physically see the difference TOMs had made P2: Dove’s campaign was beneficial for the consumer and the company. TOMS was much more measurable P4: I do not believe a brand will not put out anything which won’t benefit them in some way. P5: I believe brands take the opportunity from seeing big movements, to make money off them. 7) R: Dove campaign has been criticised by telling people they need to feel beautiful. Do you agree with this? P3: I took it as a confidence thing, not a beauty thing. P2: So did I. Also, they looked happy who were confident. They were much more relatable, better than putting Kylie Minogue on it. P4: It’s at least giving the opportunity for other women to feel beautiful 8) What do you think is the most authentic way brands can help social movements? P5: Clearly, they make a lot of money from these movements anyway, I believe they should donate some money from that P2: I respect something which is minimalistic, not in the public eye. But in the small print, the brand stands for it. P4: The stella, buying clean water P5: I’m unsure where my money actually goes P1: I think a lot of brands do it because they are forced, think of Primark. They have moved factories because they told to by the government, however they made it out it was to help local communities.