From love for your cat to society at large

Is there more social injustice than ever, or was it always there? Are we simply seeing more of it now through all the open and social communication channels? What's striking is that major brands are increasingly taking a public stand against discrimination, racism and other injustice.

Brands used to communicate primarily about product features and benefits. If it was up to the cat, she'd choose Whiskas. Or Sheba. Pour dire je t'aime. (From my cat, that is.)

It was always about the product and the related emotions the brand tried to evoke. As brand marketers we worked hard to understand the customer's needs. We got under the consumer's skin and used branding to respond to that. Touching the right chords. Connecting product attributes with feeling.

Then came Benetton. United Colors.

It started in 1982. Benetton suddenly began talking about racism, discrimination and the desirability of diversity. Not much to do with the product, you might say. Or was it? Lots of colours of clothing?

It was photographer Oliviero Toscani who caused considerable uproar and disapproval within the traditional brand world at the time. The disapproval was entirely mutual, however. Toscani had — and probably still has — a deep aversion to the hypocrisy of the conservative brand world, and gave frequent expression to it. He genuinely put things up for debate.

As a young brand professional, I was honestly rather jealous of Benetton back then. At least they were dealing with big subjects, and it took real courage to communicate something like that. My then-bosses at Mars, BAT and P&G had no such vision of society. Or they kept it very well hidden.

It was considered inappropriate to connect social, political and moral convictions with work. Let alone with a brand.

Fast forward to 2017

35 years later. I've just received an email from Airbnb. #weaccept

In response to recent measures to bar refugees from the USA, Airbnb takes a stand. The message speaks for itself. Benetton's social message is still relevant and urgently needed.

Building materials chain Lumber 84 also takes a clear political position with a beautiful film about the Mexican wall. Takes five minutes of your time but is absolutely worth watching.

And I could go on.

The Audi commercial during the Super Bowl is about equal opportunities for men and women.

Unilever is campaigning worldwide for sustainability and honesty about what goes into their products.

Travis Kalanick, CEO of Uber, resigned from the presidential economic advisory council.

Google, Facebook, Twitter, Microsoft, Uber and Apple, and dozens of other Silicon Valley companies, are publicly taking a stand against the announced immigration ban. For reasons that have everything to do with Benetton's original message.

Commercial brands as moral compass

Reflecting on all these developments, I am genuinely glad that so many organisations are taking a clear position and collectively committing themselves against social and moral injustice. The domain that was previously reserved for political parties, human rights organisations and charities is now increasingly being occupied by commercial brands.

I hope that all this brand muscle provides a little counterweight against the advancing tide of populism, nationalism, discrimination and racism.

Alexander Koene

BR-ND People