Nike has also posted the video on Twitter (where it was then retweeted by Adidas).īen & Jerry's has stopped posting sanitized statements and is making bolder direct statements like 'We must dismantle white supremacy.' They are also committing to the cause by actively calling for political engagement from US citizens. Let's all be part of the change.' The video has more than 5 million views on Instagram and netizens have commended the brand for speaking out. Don't think you can't be part of the change. Don't accept innocent lives being taken from us. Examples in this area include Nike's ' For Once Don’t Do It' campaign the video reads 'Don’t pretend there's not a problem in America. It appears in 2021 that consumers expect brands to 'go big or go home,' speaking out loud and clear. In this space, consumer conversations referenced bravery in the context of racism, community and family, along with companies such as Nike, Apple and Facebook. Any communication made within this space needs to align with the history of your brand, your brand's values, and how they appear within your organization, otherwise it can face backlash. It's an attitude expressed through habits and behaviors.

'This website (Miiriya) is like Amazon but for Black businesses only, you can conveniently shop black-owned businesses in one place, let's put our energy in something like this, they're new please give them a follow and your support' Have brave conversationsīravery is not a tactic or strategy. 'It’s so so important to support small businesses, especially black owned, and this app makes it so easy that there’s no excuse not to' 'Uber Eats is doing the right thing by showing solidarity with Black Americans who are victimized by systematic anti-Black racism, by waiving delivery fees for Black owned restaurants' The winning brands initiatives include waving delivery fees for Black-owned restaurants and spotlights on Black-owned businesses relatively. When we looked at consumer conversations, the common theme was not only about the support provided to these businesses, but also the positive energy put behind that support, indicating that consumers expect passionate results-driven approaches.įor example, UberEATS showed a strong lead amongst the companies resonating with consumers in this area, but consumers also talked about alternative local brands that are Black-owned (like Miiriya). Make it easy for consumers and the local community to help and contribute. Help Black-owned or minority-owned businesses to succeed. Some of the brands that we saw gaining positive momentum in online conversations during 2020 included Ben & Jerry's, Adidas, Verizon, and Old Navy. Kantar found consumer demand for values showing momentum including bravery and improvement, while actions such as donations, supporting black-owned and anti-racism are likely to disrupt. This meant understanding both its velocity (how fast its growing) and crowd (how much backing they are gaining over time). It is important to mention that when Kantar looked at rising trends, we assessed the growth and momentum of each. We did this by analyzing more than 1.5 million consumer conversations in the U.S. Kantar's starting point for examination: which values and actions matter to consumers today and what is likely to disrupt tomorrow?Īfter conducting contextual research in preparation, Kantar selected 17 personal values (including improvement, fairness, equality, energy, inspiring) and 15 actions (including donations, boycotts, employee support) and used Kantar's artificial intelligence analytics tools to identify disruptive trends related to values. Kantar research focused on understanding what really matters to consumers, and what is likely to matter more in the future in the areas of social justice and human rights. What do consumers want from brands when it comes to social causes? One thing that has been made clear over the last several years is that the worlds of advertising and marketing are acknowledging the responsibility brands have to support the social causes that matter to consumers. In light of this and growing consumer expectations, brands will need to consider where they fit in.

We witnessed the Arab Spring in 2010, the #metoo movement in 2017 and, most recently, the rise of Black Lives Matter. The evolution of 'civil social media' - moving away from posting solely fun and light moments in favor of online activation around movements and community issues - has steadily gained momentum over the last decade.

Many brands have answered the call to get themselves on the right side of history, but the role brands can play and their level of involvement in social causes is a subject of considerable debate among the industry and consumers alike. American consumers are increasingly looking to the brands they know and love to take a stand on important social causes.

This american life duty calls