Patagonia has knowingly been a brand associated with sustainability and environmentalism. Its latest initiative is related to the 2020 elections. It is incentivizing its employees and customers to vote. It announced in a press release that it will close its headquarters in California on Election Day, in addition to other particular initiatives to influence its employees to vote and to volunteer as poll workers. Moreover, the company included clothing tags that read “vote the assholes out” in women’s and men’s shorts. Patagonia says that they are not referring to any specific politic, but to all who deny or disregard climate crisis.
Not only “obvious” brands
have been engaging in social initiatives. Bud Light is another example of brand
using its influence power to contribute to social causes. It is promoting
black-owned restaurants and bars that are in financial hardship due to the
pandemic. Each week, the "Bud Light Thursday Night Shoutout" profiles
a black entrepreneur who tells the story of how they started the business and
shows their signature dishes.
Companies in general are becoming
more and more involved in social and environmental causes, and marketing plays a
major role in positioning them before society.
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