Marketing in a Time of Social Change: Why Growing Numbers of Companies Are Voicing Strong Political Opinions on Controversial Issues
Starting with the tragic attack by a white supremacist at the Emanuel AME Church in Charleston, South Carolina on June 17, the last two weeks have been an historic and hyper-speed ride through some of our country’s most controversial issues, from race relations to gun control to same-sex marriage to Mexican immigration.
Perhaps the most striking aspect of the confluence of events and discussions surrounding these issues has been the quick and decisive responses from corporate America. In years past, any responses would have been muted and delayed. However, the nearly immediate, high-level calls to take the Confederate battle flag down from the South Carolina capitol grounds following the shootings quickly led to Amazon, eBay, Sears and Walmart pulling all Confederate merchandise from their shelves. A few days later, the Supreme Court’s decision legalizing gay marriage throughout the U.S. was quickly followed by universal acclaim from dozens of corporate brands ranging from Absolut, American Airlines and AT&T to The Weather Channel, Visa and Walgreens.
And the decisions by NBCUniversal and Univision to sever ties with Donald Trump over his derogatory comments about Mexican immigrants were strong statements that likely would not have been made just a few years ago. All together, recent events have sent the undeniable message that social change is happening very quickly these days. In fact, I would suggest that it’s happening faster now than at any time since the 1960s.
But how do these social changes affect you – the lawyer, the accountant or other professional – and what relevance could the rate of social change in this country have to your firm’s branding and marketing?