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Wednesday, May 29, 2024
HomeSummaryMarketing in the Age of Resistance

Marketing in the Age of Resistance

Global pandemic has an enormous impact on the way we live and work, but marketers would say that social justice movements across the US last year also changed the way they do their job. These social upheavals presented many challenges when it comes to brand awareness and recognition, and also advertisement and promotion. The situation also required a serious commitment to the cause, instead of empty words that most consumers detest. It seems that social and political consciousness of the consumers is at the high level due to these events.

Key Takeaways:

  • Today’s diverse consumer is more politically active than was ever obvious before. So, companies often act out of fear of alienating population segments.
  • However, where it once cut the mustard to send a representative out to say “we stand in solidarity,” or “we denounce such language and activities”, such is no longer deemed enough.
  • Companies that claim to have strong pro equality stances when it comes to gender and race can be easily disproved with an online search. Authenticity is more critical than ever.

“companies face increased pressure to denounce discrimination publicly and solidify their commitments to diversity”

Read more: https://hbr.org/2020/09/marketing-in-the-age-of-resistance

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