Brand Ethics and the Courage of Convictions
Brand Ethics and the Courage of Convictions. A brand’s ethical stand is dangerous and requires courage. Does it pay off?
What is the ethos of your brand? Does it take an ethical stand on issues? Does it welcome and embrace responsibility to its community? I’d argue that few do, especially in today’s climate where social media audiences are incredibly fickle and vocal minorities can control the online narrative.
Taking an ethical stand in corporate messaging or advertising is dangerous. Businesses such as Starbucks that have taken a stand on gay rights or guns in stores have faced a lot of backlash from the social media public. For example, the National Organization for Marriage called for a boycott of the international chain in order to pressure the company to change its HR policies, which are supportive of gay marriage and benefits.
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