There are clear business reasons for your brand to have a sense of purpose, simply because,
; with research group Futerra revealing surveys that suggested 88% of those polled are disappointed if their brands are not helping them be ethical And it’s not just customers. According to The Economist, 70% of business executives take social purpose as a significant reason behind choosing a job role. Even if the idea of being woke isn’t yet mass reach, doing something that makes the brand stand out for doing the right thing might well be, and staff undoubtedly like to be involved with something they see to be good.
Pepsi attracted numerous critics for their Kendall Jenner advert, for mixing up the social struggle with someone who, rightly or wrongly, represents a unique form of privilege. Simply put, it’s wokeness was manufactured and not earned. It’s why Nike is in a better position to leverage their controversy into a stronger long-term brand, whereas Gillette will struggle.
Whilst Nike have ridden the controversy to earn awards, and have reacted quickly when they have made errors, Gillette have had to firefight an advert that, though well-intentioned, bought a political element to a brand that had been largely apolitical to that time. Harry’s may have shifted the narrative of how shaving is advertised, but it was always too big of a risk for Gillette to essentially reverse their previous marketing message – well-intentioned as it might be.