the goal, firefly light and disney They have all faced backlash over their support for the LGBTQ community. Companies like Amazon, Microsoft, and Starbucks pay travel expenses for employees to seek abortions in states where it is currently illegal. Nike faced boycott threats over its support of Colin Kaepernick. Levi Strauss supported gun control efforts.
All of these examples highlight a profound shift in the tone of corporate America, with more big brands selling not only their products but also their value.
It wasn’t always like this. Indeed, when asked by The New York Times during the civil rights movement whether corporations had a “social duty” to speak out, the head of U.S. Steel said it was “completely beyond what a company should do.” “There is,” he declared.
Times have changed.
“Companies need long-term, purposeful initiatives and actions that are tied to their core business and core values,” says Amy Terperk, managing partner at marketing firm Finn Partners, who helps develop these strategies. “I’m focused on it,” he said.
He said this was partly driven by investor push, partly by employee intentions, and mainly by customers’ own expectations.
āWe face incredible social and environmental problems to solve, and we need to solve them quickly,ā she said. āAnd they expect companies to have the resources, speed and social innovation to make it happen.ā
According to a survey conducted by Sprout Social, a software company that helps businesses grow, 70% of Americans now believe brands should take a stand on social issues. Another report released this year by the telecommunications company Edelman found that nearly two-thirds of people say they buy products based on their beliefs and values.
But not all customers believe the same thing.
Florida Governor Ron DeSantis is locked up Political battle with Disney He later signed it into law after the company publicly opposed the bill. Bud Light, on the other hand, faced with backlash And after sending promotional cans to prominent transgender social media stars, they saw their sales plummet. Customers also confronted employees at some Target stores and overturned displays of pro-LGBTQ products.
“This is absolutely dangerous for companies that delve into these issues, and they are, in fact, doing so at their own peril,” said the nonprofit, which is sounding a “wake-up call” about companies taking progressive stances. said Will Hild, executive director of the for-profit organization Consumers Research.
“Our message is simply this: serve consumers, not woke politicians and activists,” he said.
He considers these campaigns to be clearly left-leaning and does not accept the idea that customers really want this kind of marketing.
“I think we should focus on selling quality products and services at a fair price,” he said.
He believes American businesses overall are at risk of alienating half of their potential customers.
One result of this is the recent boom in right-leaning companies. For example, Black Rifle Coffee Company is a conservative alternative to Starbucks, and right-wing media company The Daily Wire is promoting “anti-wake” shaving products, chocolate bars, and, ultimately, even bigger dreams. They say there is. , programming for children.
But that hasn’t deterred companies like The Body Shop, which works with Finn Partners and has a full-time operations team at its headquarters.
āThe Body Shop was founded on the belief that business can and should be a force for good,ā said Nikeba, the retail chain’s global head of inclusion and belonging. Mr. King said.
And every store has a reminder of that belief, even if not every customer appreciates it.
“We respect the fact that there are people who disagree with our positions, but we remain steadfast in our beliefs,” King said.