MECM90034
Marketing & Media
in a Global Context
Week 10 Lecture
Why do companies take a stand on
social issues?
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How marketers take a stand on social issues
Broader
Marketing
business
communications
strategy
content
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Corporate social responsibility (CSR)
A company's commitment to doing good beyond
what is legally required
• Donating profit to charity
• Sustainable materials
• Reducing waste
• Renewable energy
• Volunteering time
• Sponsoring community events
• Ethical business practices - fair labour,
responsible sourcing, and transparency
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CSR Example – Grill'd
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CSR Example - Toms
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CSR Example - IKEA
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Marketing communications example - Nike
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Marketing communications example - Starbucks
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Marketing communications example - Airbnb
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General ways – Inclusive imagery and talent
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General ways – Collaborations / Sponsorships
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General ways – Collaborations / Sponsorships
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General ways – Avoid stereotypes
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General ways – Education
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Issues / risks / challenges
• Backlash from consumers
• Offending certain groups
• Alienating customers
• Inconsistent messaging
• Exploitative
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Greenwashing
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Pinkwashing
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Rainbow washing
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Bluewashing
Consumer skepticism
Readings for this week
• Schmuck, D., Matthes, J., & Naderer, B. (2018). Misleading Consumers with Green Advertising? An Affect--
Reason--Involvement Account of Greenwashing Effects in Environmental Advertising. Journal of
Advertising, 47(2), 127–145. https://doi.org/10.1080/00913367.2018.1452652
• Taylor, K. A., & Knibb, J. N. (2019). Don’t give US pink ribbons and skinny girls: Breast cancer survivors’
evaluations of cancer advertising. Health Marketing Quarterly, 36(3), 186–202.
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Reflection questions
• How can brands ensure that the social issues they choose to take a stand on minimize the risk of
appearing opportunistic or insincere?
• Can you think of brands who have engaged in greenwashing, pinkwashing, rainbow washing or
bluewashing?
• Can you think of any brands who have successfully engaged in social advocacy? How has this potentially
impacted their brand image and brand loyalty?
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