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7 Persuasive Strategies Branded Entertainment Uses to Make People Buy
18 February 2019
To be more effective, brands are using different forms of persuasive communication, including the so-called “branded content and entertainment strategy,” which bypasses the different reactions a consumer may have when confronted with the request to interact with a brand’s content. Here are some principles from some of the most talked about examples of this new form of communication:
1 . It’s a long term strategy
Branded entertainment is a strategy for building brand identity, so it is usually pursued in the medium to long term.
2. One clear goal: sell
The strategy is always in line with the needs of the company.
3. It turns audiences into consumers
Branded entertainment is a marketing tool for building the relationship between consumer and brand. Its active function is to strengthen or change consumer behavior.
4. Transparency?
The goal is to get consumers to willingly accept the presence of the brand in new spaces (TV programs, newspaper article, etc.), even if the role the brand plays in the content is not that clear (producer, creator, or sponsor?).
5. Storytelling
The brand defines the traits of its identity that will set the kind of relationship with the “hero” (in this case, the consumer) within the narrative. For this to work, the brand acquires a narrative function. Whether the content is to inform or entertain, the brand “helper” tries to interest and empower the “hero” viewer/consumer.
6. Measurement
As it’s a campaign, the brand analyzes the effectiveness of branded entertainment by standard key performance indicators, such as brand trust, familiarity, consideration, and loyalty.
7. Expertise
Branded entertainment can be done internally (by in-house content units) and/or be driven by professionals (agencies or free-lancers, for example) who can create a content-driven strategy.
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Since you’re here… Our mission is to monitor Advertising to make certain that companies obey ethical standards of trustworthiness and transparency while communicating their commitment to addressing the great challenges of the New Millennium. From climate emergency to social inequality through all the issues included in the Sustainable Development Goals Agenda, we monitor the consistency of their statements, if they are ‘walking the talk’. With rising misinformation and commercial ownership, independent information is more and more rare. We think citizens deserve access to accurate analyses with integrity at their heart, so we can all make critical decisions about our lives, health and enviroment – based on fact, not fiction. Our editorial independence means our content agenda is set only to voice our opinions, supported by in-depth research, free from any political and commercial bias, never influenced by interested owners or shareholders (which we don’t have). It means we can stand up to mainstream and give a voice to those less heard. We hope this will motivate you to make a contribution in support of our open, independent journalism. Every reader contribution, however big or small, is so valuable. Support BeIntelligent from as little as €5 – and it only takes a minute.Thank you.
I have been dealing with communication for 20 years, I have worked in marketing for large international and Italian companies and I know the mechanisms of advertising persuasion. I decided to invest my know-how and my skills to use the available resources of companies (budgets but also human capital) in positive transformation. Because to students from all over the world I teach at Purpose Brands in Catholic University I wish to give more and more examples of virtuous companies that have invested for the future, of everyone (and there are already many!). Because if we watch, without acting, without taking responsibility, we have no excuse. View all posts by elena grinta
A campaign to revitalize an ancient payoff Bad PR is Still Good PR
Trying to define manhood What if the true target was the female one? Riding social causes is the new black. Don’t sweep the dirt under the carpet Does this ‘cause related’ campaign will turn into a suicide in the market?
7 Ways to View the New Gillette Ad #toxicmasculinity
With its much-talked-about ad, Gillette is attempting to take its highly distinctive slogan “The Best a Man Can Get” and revitalize it for a new era.
A Campaign to Revitalize an Ancient Payoff
Gilette’s new campaign thoughtfully and critically examines what “The Best a Man Can Get,” the brand’s iconic tagline, means today. It’s a must watch, according to Arianna Huffington Founder and CEO at Thrive Global.
It’s similar to what Nike did for its ‘Just Do It’ tagline when it came out with the award-winning Colin Kaepernick ‘Dream Crazy’ campaign
“But the difference between Nike and Gillette is as glaring as that between night and day. Nike used the authenticity of Kaepernick, the pathos in his voice and the positivity of his message to inspire customers with an aspirational message that attracted them and then propelled them to purchase. Gillette’s ad feels like a tedious, politically correct public health video – the kind of film we were forced to watch in school about road safety before they invented the internet. Never mind making me hate Gillette, it makes me feel bad about pretty much everything.” Mark Ritson Marketing week [1].
The campaign is coupled with a donation pledge and a partnership with non-profits, starting with the Boys & Girls Club of America.
To be honest, while watching the video, you feel a little bit uneasy. You don’t know exactly what’s wrong with it, as the Blinkauthor Malcom Gladwell describes in his book.
If the brand purpose was sincere, it could build a support association, helping men who suffered from bullying and sexual harassment or creating a public school program to raise awareness on such problems (what they are probably doing). So, why did Gillette and its agency Grey opt to engage Kim Gehrig, one of a new generation of directors showcased by the Free the Bid campaign (which attempts to hire more female directors into advertising), who directed some of the most awarded campaigns in the last 3-4 years (John Lewis ‘Man on the Moon’, Sport’s England’s ‘This girl can’ just to name a few)?
“Instead of wasting millions producing this BS spot, Gillette should have just donated the money to the #MeToo movement.” Barbara Dickey, Owner & Chief Creative Officer, Cre8tivision LLC
Bad PR is Still Good PR
Yes, the video generated a lot of buzz and conversations.
Since the ad was posted on 14 January on Gillette’s YouTube channel, it has received more than two million views. But it’s also gained an over 80% downvote ratio with 500,000 dislikes. We can assume the concept of this campaign is to highlight the advent of a new “masculinity” banning any kind of toxicity (bullying, sexual assault, etc.).
This ad, instead of communicating the functionality of the product or highlighting its benefits over another product, is focused on evoking feelings about the brand, a brand that is a commodity in an increasingly boring industry (that’s oversaturated with too many competitors).
“In a commoditized industry, what becomes your competitive advantage may just be as simple as a making a social statement like this. To say they made a poor ad is really missing the point. On a more personal note, as a man with kids, I really liked the ad. And I liked the message. “The Best A Man Can Get.” Christopher Cope VP Sales & Marketing/Creative at Raleigh Enterprises
I looked at the polarized comments with interest. Well, if sparking the conversation was the goal, they’ve certainly already [2] achieved it! But while the video is going viral, the dialogue seems to be lost in translation on all sides.
There are articles (on Forbes and MarketingWeek, for example) that have underlined how the imagery and tone of the message (along with use of the phrase toxic masculinity) miss the mark. In truth, even if the intention was there, the execution fell short for many.
Some people found it sexist, condescending, and preachy to men. Others in general dislike politics and how others throw it around in seemingly extremist ways.
Yet some others think it represents the new “brand” of men.
Trying to define manhood
What does it mean to be a man nowadays? The ad suggests it is to stand boldly for what is right and protect others who are facing injustice, no matter what gender, color, or age. But isn’t this a golden rule for any human being, no matter their gender?
And shouldn’t responsible parents have already instilled most of these ideals in their sons?
“The implication from this ad is that, without self-awareness, men are automatically going to engage in “toxic masculinity” rather than assuming the majority of men are well adjusted, and that masculinity itself is not toxic. In contrast to the marketing campaign P&G used for women, which takes the opposite tack: you ARE even better than you think! You ARE good enough! Literally the opposite of what this ad is implying.” Roger Wemyss Cybersecurity Product Manager
“This was P&G’s attempt to replicate the (deserved) success of its Dove “Real Beauty” campaign, which also sought to affect social norms. The crucial difference is that campaign made the user feel better about herself. This does the opposite. Big mistake. “ Lisa Rothstein, Brand Storyteller, Communicate Better With Everyone | Brand Storyteller | New Yorker Cartoonist | Speaker | Copywriter | Visual Facilitator
“The strategy originally was probably on point; something around what an aspirational man looks like in 2019 as opposed to 1989. He doesn’t win at sports and fly planes, he is just a decent man and role model. Sadly, tactically this execution is dreadful. Conflates innocent male behavior with the very worst kind of almost criminal behavior. Focuses almost entirely on the negative, not the positive and leaves the viewer depressed.” Ian MacDonald Partner, VP Strategy & Media at CO-OP | Tech Investor
In 2019 you still find plenty of “men as idiots” ads that actually do tell men how to behave or make fun of abusive behaviors. Apparently nobody makes an uproar about those. And Gillette used to create a super-man ideal––“Its male image is masculine, confident and well groomed”[3]––in the last 30 years through influential sportsmen in the same “macho” context they now blame. After decades of Gillette feeding the same toxic masculinity they now condemn (Gillette promoted the new razor with a campaign in Italy starring Antoine Griezmann and Neymar Jr. no later than 6 months ago claiming: “No matter what the challenge, to do your best, you should constantly strive to improve yourself.”), the campaign puts a mirror in front of men and fuels the debate in the ‘human’ direction. What if, before awaking their consumers’ souls, they acknowledge the role they played in the past with a mea culpa?
“Sadly this is a company that embraced the toxins of mainstream masculinity to its fullest when it suited their advertising needs, and not only do I see no razors, I see almost no visual tip of the hat to the fact that their ads helped fuel this behavior in the past. If Larry keeps kicking me in the shins, I don’t want Larry to tell me, “We all need to take a good look at ourselves, and think about the damage we have done to people’s shins in the past!” I want Larry to admit he was a jerk and promise me he won’t kick me in the shins again.” Lyon Reese First Assistant Director.
They could take many different ways to get to the point: on Jul 11, 2018, Dollar Shave Club published on YouTube their inclusive campaign “Whoever you are, however you Get Ready … Welcome to the Club.”[4] A different way to welcome every kind of masculinity
On top of that, through the ad’s generalization, Gillette fell back on stereotypes. Although they are different from the generalizations against diversity, the ad is still contemptible because the principle itself still bundles all forms of masculinity together, be they toxic or not.
“The ad is amateurishly stereotypical and mostly offers a caricature of masculinity”. [5] Avi Dan, Forbes
The epic men (from Ulysses to trovadores ) used to be represented as full of dignity, honor, and respect, especially for women. Where has that gone? Men in pop culture (from advertising to video games) are rarely honorable anymore, rarely dignified, and everyone cries that “chivalry is dead.” Watch television today––what kind of masculinity is pictured? This holds true for the movie industry as well. During 1970s, Madison Avenue and Hollywood decided that sex sells––and women obliged. Now after more than 50 years, the industry is trying to turn that around.
“Enough is enough! We men are mad as hell, fed up to here, and are not going to take it anymore! I say we should boycott all personal grooming products (that includes you, Gillette), let our hair and beards grow long and shaggy, stop bathing and brushing our teeth, and start wearing furs and skins. We need to go back to being real men, the way our stone age male ancestors were before the invention of flint grooming tools turned us all into a bunch of soft sissified wimps ashamed of our toxic behavior (and odor). ” –Michael Coulas, Senior Software/System Engineer
????
Certainly the search for a new type of manhood is underway. Men have lost their reference points and struggle, even today, to find an ideal.
What If the True Target Was the Female One?
The campaign has the feminine touch of the director, who almost seems to use the film to free herself of a weight, a conscience too full of experiences (direct or indirect) that push her to shout, “Some are not enough!” (“Men need to hold other men accountable. To say the right thing. To act the right way. Some already are. But some is not enough”[3].)
“It’s rather sad that, as I watched the commercial, I found myself thinking, ‘This commercial and overall campaign must be the product of a woman’s mind. Men tend not to be so thoughtful and caring.’” John C. Leighton. former R&D executive in synthetic and natural polymers.
In so doing, Gehrig gathers, using her call of hope, the women who have already awakened their conscience (the quote from the initial #MeToo campaign is emblematic). That’s with results like this:
“Tomorrow morning I am going to start buying Gillette products for my husband and my son. I AM certainly your target demographic customer and a vocal brand advocate now. WELL done.” Jill Elliott, SPHR , SVP, People + Culture + Charitable Foundation R&R Partners
Riding Social Causes Is the New Black
Dentsu Aegis counted that in 2017, nearly 50% of the Cannes Lions awards were handed to purposeful campaigns (as opposed to 29% of the Grand Prix or Gold Lions in the previous four years). This trend was reinforced in 2018: Almost 60% (15 out of 27) of Cannes Grand Prix winners were assigned to purposeful campaigns. Trend-watching CEO David Mattin says consumers don’t want to make the world a better place, they want brands to do that for them. I know it’s not 100% true (some of them are ready to make a change), but it’s a big deal for corporations. And also a big challenge. That’s probably why purposeful campaigns have recently become an advertising trend.
“This is a moment here. The largest CPG company in the world just jumped into the camp of American Progressives with both feet. Bravo.” Pete Louison Creative Director at Oracle Data Cloud
“Amazing and brave leadership from Proctor and Gamble. Rather than demonizing men, I believe the ad highlights the enormous impact good men can have. Living in a country (Australia) where hundreds of women die every year at the hands of male partners / family members, where sexual assault and sexism is still a major problem, where young gay men go through absolute hell – anything that can encourage us all, and particularly men, to rethink behaviour has got to be a positive step. As a strong believer in business’ power to do good in this world, I’m wholly supportive of this campaign. ” Beth Worrall, National Skills Program Lead at Microsoft
And what if it were another brand that jumped on the purpose bandwagon? Is this something Gillette really believes in? Why is this brand thrusting itself into a movement? Is this a sincere message or an exploitative play? Does Gillette have the right to drive this conversation?
Don’t Sweep the Dirt Under the Carpet
There’s potential backlash for brands that don’t walk the talk. If brands create their own identity through purposeful campaigns, they actually expose themselves to the risk of being strongly criticized if there is a perceived values gap. As we all know brands are ultimately trying to sell more products. If they also monetize human values, it is a big ethical issue.
“You wanna talk about toxicity? Let’s do it, Gary! 1. Proctor & Gamble tests on animals, and has for decades. 2. Aluminum in your deodorants, + fluoride in your toothpastes and mouthwashes cross the BBB (blood brain barrier), causing the reduction of dendritic spines in the brain. This phenomenon is DIRECTLY linked to Alzheimers and other neurocognitive impairments plus a myriad of other neurological and physical ailments caused by heavy metal toxicity. You were saying?” Wes Dickinson, President at Lighthouse Group LLC
“You can’t be a purpose brand by accident – it has to pervade who you are, what you say and what you do.” Rob McPherson Former President – Bacardi Canada.
The brand was involved in another social campaign last year, Handle with care, which brought the public’s attention to the “grey generation” and started a new chapter of brand advertising, intended to redefine masculinity.
That campaign probably wasn’t strong enough, even though Grey decided to push on the accelerator and had possibly bitten off more than it could chew. I think brands that take purposeful communication seriously should start from their “why.” Once they find the real reason why they exist, they should “creact”: engage a critical process of reflection on the problems that afflict contemporaneity with an active approach to improve conditions on a daily basis through creativity.
Will This Cause-related Campaign Turn Into a Market Suicide?
Marketing success or failure is ultimately judged on whether the campaign moves the sales needle. Will P&G’s stock go up or down? Hard to answer: Nike’s stock went up after its campaign on social issues while Starbucks’ stock went down after claiming its mission is to “inspire and nurture the human spirit.”
“There is a special place in marketing hell for companies that not only waste their marketing budgets but actually invest that money into things that ultimately make their situation much worse. That’s going to be the cost of this foray into brand purpose for Gillette” (MarketingWeek).
Working in the advertising/media industry for the last 20 years has helped me to understand how companies could play a better role in society. For instance, they can use their efforts (investments, know-how, human capital, etc.) to do good. But as I am a marketing (and business) professional, I know that it would only work if they balance their good deeds with their financial performance.
At this stage we can certainly say Gillette did two things: 1. got people talking or texting about Gillette with intent and 2. started an important discussion about what makes a man masculine.
Since you’re here… Our mission is to monitor Advertising to make certain that companies obey ethical standards of trustworthiness and transparency while communicating their commitment to addressing the great challenges of the New Millennium. From climate emergency to social inequality through all the issues included in the Sustainable Development Goals Agenda, we monitor the consistency of their statements, if they are ‘walking the talk’. With rising misinformation and commercial ownership, independent information is more and more rare. We think citizens deserve access to accurate analyses with integrity at their heart, so we can all make critical decisions about our lives, health and enviroment – based on fact, not fiction. Our editorial independence means our content agenda is set only to voice our opinions, supported by in-depth research, free from any political and commercial bias, never influenced by interested owners or shareholders (which we don’t have). It means we can stand up to mainstream and give a voice to those less heard. We hope this will motivate you to make a contribution in support of our open, independent journalism. Every reader contribution, however big or small, is so valuable. Support BeIntelligent from as little as €5 – and it only takes a minute.Thank you.
I have been dealing with communication for 20 years, I have worked in marketing for large international and Italian companies and I know the mechanisms of advertising persuasion. I decided to invest my know-how and my skills to use the available resources of companies (budgets but also human capital) in positive transformation. Because to students from all over the world I teach at Purpose Brands in Catholic University I wish to give more and more examples of virtuous companies that have invested for the future, of everyone (and there are already many!). Because if we watch, without acting, without taking responsibility, we have no excuse. View all posts by elena grinta
Danone, the French food giant, has decided to undergo the BCorp certification, which is a real challange, considering that Danone is listed on the stock exchange and that failure to achieve this goal could have negative repercussions on the company, adding only “paperwork and unnecessary restrictions” [1] . Instead, the CEO Emmanuel Faber has announced to want to reach the necessary parameters to the certification and to become a B Corp within 2030 , after that also Danone North America – the eighth branch of Danone (and the largest) – has become a B Corporation certified. Danone North America is Danone’s 8th subsidiary to become a Certified B Corporation. Some critics say that filing as a B adds unnecessary paperwork and restrictions. But for brands looking to connect with growing consumers, B Corp’s status establishes integrity and builds consumer goodwill.
A danger that is worth running, Faber said, because ” certification has received great support from employees and has won over skeptical investors” [2], as well as having instilled confidence in the banks, which they renegotiated at a lower loan of two billion euros [3] .
Emmanuel Faber fully embodies the role of the corporate activist , when he declares that he wants to be a promoter of a “Food Revolution”[4] and urges the industry to join a “movement” that aims to “the adoption of healthier products and of sustainable eating habits “[5] .
” Food sovereignty for us means giving up control and restoring power to people, and how credible would we be to tell our consumers if we didn’t start with our employees?”[6] , Faber asks.
To be credible as a ‘brand activist’, all stakeholders, starting with employees, should embody the values of the company and its ideology. “The purpose can become marginal if you don’t work at it. Therefore, it is essential to give people the responsibility to make the brand responsible for its goals and philosophy. “[7]
The new era of ‘people powered brands’ is no longer just a consumerat the center program, but a paradigmatic transformation from Business-to-Consumer to Human-to-Human (from B2C to H2H).
Here’s how the ‘legal person’ can become a ‘natural person’: through the hundreds of faces, personalities, dreams that constitute the ‘workforce’ of every business reality. Bryan Kramer, who first used the expression H2H, says “ Businesses do not have emotion. People do. People want to be part of something bigger than themselves. People want to feel something. People want to be included [8] It is not just a ‘social media’ strategy [9] where it is sufficient to show the team behind the product and the magic is done. No. All human resources must be involved and treated as Resources, and Humans. One of the biggest mistakes you can make is investing huge budgets in campaigns to activate your customers and not invest effectively in internal communication, making little effort to tell your story and your progress within the company. Showing the social impact that the company is having can be highly effective when it is measurable and closely linked to the company’s operations.
We hope that Danone, once he has obtained the B Lab certification, will promote a 360 ° sustainable revolution, setting the pace for the other players, perhaps starting from the plastic issue. Perhaps then they will think twice about launching “innovative products” like Eletrolytes Evian for millennials [10] or Mickey Mouse water for children . The oceans will be thankful.
[6] The whole concept behind food sovereignty is for us to surrender control and give the power back to people, and how credible would it be to say to our consumers if we don’t start with our employees? “
[10] We re-ignited our evian brands in the US through the innovative #Iwanna campaign featuring Maria Sharapova, Madison Keys, Luka Sabbat and many inspiring micro-influencers across the country. Engagement was 20 times higher than traditional campaigns, reaching over 18 million consumers.
Author: elena grinta
I have been dealing with communication for 20 years, I have worked in marketing for large international and Italian companies and I know the mechanisms of advertising persuasion. I decided to invest my know-how and my skills to use the available resources of companies (budgets but also human capital) in positive transformation. Because to students from all over the world I teach at Purpose Brands in Catholic University I wish to give more and more examples of virtuous companies that have invested for the future, of everyone (and there are already many!). Because if we watch, without acting, without taking responsibility, we have no excuse. View all posts by elena grinta
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Sono giornalista con una passione per le nuove tendenze. Ho oltre 20 anni di esperienza nella comunicazione. Far nascere una start-up “for benefit” ha cambiato per sempre la mia vita professionale (e personale). Ho lavorato in diversi reparti di marketing e ho capito che meglio facevo il mio lavoro, peggio impattavo sulle persone e sul pianeta. Ho quindi considerato il Marketing un’”arma” che poteva essere usata a beneficio di tutti gli esseri umani (Cialdini è stato estremamente utile in quel momento ;-)). Ho lasciato il mio lavoro ben retribuito come direttore e ho avviato una start-up innovativa disposta a far sapere meglio alle persone se quando i marchi parlano della loro responsabilità sociale o ambientale dicono la verità. Tutti possono cercare e indagare sul web ma nessuno lo fa! perché è noioso e prende tempo. E se potessimo farlo noi per te ?! Ecco come è nato BeIntelligent! Perché se stiamo a guardare, senza agire, senza responsabilizzarci, non abbiamo scuse. Vedi tutti gli articoli di
Gender Inequality Storytelling Through Images and the Role of Brands
Stefano Stranges is a photographer from Turin who was born in 1978. In 2012, he attended the master class of the Magnum agency focused on reportage photography with particular interest in social projects. In one of his exhibitions called “Le bambine salvate,” Stranges was able to help raise awareness of the gender inequality problem in India by showing the lives of Indian girls. Some of the problems he shed light on included violence against women, forced marriages, rape, and general discrimination. Stranges has visited the villages where most of them come from and portrayed intimate, dramatic, and unexpectedly joyful moments.
“My projects and my work start with the social and sociological approach and are determined by the empathy between my subject and me.”
His photos are not posed. On the contrary, he portrays the typical day of an Indian girl at her house. In all of them you see young teenagers taking care of two or three children in their homes while their husbands are not around. They all share the same dream: to become successful independent working women.
If a fourth child is a female, a popular superstition regards it as a sign of misfortune: Indhumati, born after a male and two females, would have been sacrificed if Terre des Hommes had not intervened. She today is 19 years old and studies computer science. She wants to become a teacher and devote herself to the children of less well-off families. She is very proud of her personal story. “The infamy of killing little girls must never be repeated,” she says.
Karthiga, an 18-year-old girl and child of four, had another destiny: she got married with the boy next door and for this she had to interrupt her studies. Her day is divided between the child, the domestic tasks, and the calf to be cared for, all under the supervision of her mother-in-law.
Harini, last of three sisters, lives with her parents in two rooms without windows built on the back of her father’s barber shop. Her passion for the studio transformed the house walls into sheets for notes. She studied civil engineering and dreamed of becoming governor of the Salem District. “God blessed us when he changed our mind and did not allow us to kill her as soon as she was born,” says her mother, who works for Terre des Hommes today.
This dream for an Indian girl is very challenging to obtain; and for Stranges, it was not an easy task to describe.
Two of my students from Università Cattolica had the opportunity to see “Le bambine salvate” exhibition on the field trip study during my course. One is from Germany, the other from Ecuador: two completely different countries and realities. Coming from diverse backgrounds made them perceive the exhibition in different ways and awakened different feelings.
Constanze (German) said, “For me it was sad to see how gender inequality is still so strong and inclement in some corners of the world that it can even get to the point to kill little girls just to avoid paying for their education and life. However, when I saw the picture of the founder and director of Terre des Hommes Core, I felt a glimpse of hope for the Indian women. I knew that just the fact that one organization was already stepping up for women and their cause is already a good sign and way of getting to a better world. Coming from Germany where there are many independent and successful working women, it is really shocking to see these. I remember I was walking one day into a kindergarten to pick up one of my nieces and was surprised of the important number of fathers picking up the kids. I thought I was going to see more mothers, but this was not the case. I think people from India deserve to achieve this equity standard that Germany enjoys nowadays. In Germany women and men are almost equal. There are a lot of women who are responsible for their own works, families, and houses, just as men in India.”
Isabel replied “For me, coming from Ecuador, the images of Stranges were realities I see everyday when walking around my city. The exhibition reminded me of the town where I go to the beach. Once, on a Saturday morning, I went to a bakery and there were only women working in the neighborhood. I found this weird and then I heard they were all complaining about how lazy their husbands were. I think gender inequality in Ecuador is different than in India, but it is still present. In this small-town, men take advantage of women in every way. They go out to party and get very drunk. As a consequence the following day they cannot work, and their wives must take care of their houses, children, the mess from last night, and even their work responsibilities. They think they are the rulers and because of this their wives must do all they asked them to. This is very wrong, because responsibilities should be divided equally. It should be as in Germany, where both women and men work, clean, and pick up children from school. A place where men also do laundry and go grocery shopping.”
After discussing our different points of views, students mentioned the United Colors of Benetton campaign called #Unitedbyhalf that is committed to fighting gender inequality around the world, especially in Indian. It is a gender equality campaign that shows the many capabilities of Indian women and how they are the other half of the country. This means that not only the half of the country made up by men is able to achieve wonderful things, but women, the other half, are also capable of achieving highly.
They also mentioned Ariel’s#sharetheload campaign about men sharing the laundry load with women. These two big brands are notable examples of gender equality promotions. Also, they incentive oppressed women to fight for themselves and their rights and give hope of a better and more equal world.
While listening to their discussion, I thought both Ariel and Benetton are examples of ‘Purposewashing.’ I do prefer brands like Patagonia against Benetton because of its purpose (and I’m not alone), which is not just a matter of cause related marketing: Patagonia really does believe in what it does, because the company was born with it in its DNA. But at the same time I think we need to distinguish marketing/communication strategies and business strategies/processes.
I have then shared with all my students this question: Considering communication as a persuasive tool, what should brands do? Should they try more efficient ways to sell their products (even with AI, etc.) or could they also create debate on social issues (eg. Dove, Ariel, etc.)? In other words, should brands create more meaningful ads (like Persil “Free the Kids”) even while they still have horrible impacts on the environment (with plastic waste, water consumption, etc.)?
I have been dealing with communication for 20 years, I have worked in marketing for large international and Italian companies and I know the mechanisms of advertising persuasion. I decided to invest my know-how and my skills to use the available resources of companies (budgets but also human capital) in positive transformation. Because to students from all over the world I teach at Purpose Brands in Catholic University I wish to give more and more examples of virtuous companies that have invested for the future, of everyone (and there are already many!). Because if we watch, without acting, without taking responsibility, we have no excuse. View all posts by elena grinta
8 out 10 of consumers expect that CEOs share their own vision CEOs have become new heros CEOs are no longer perceived as chiefs but as leaders. The essential role of the CEOs in assessing the sustainability of the company business is undeniable and is fundamental to its success Patagonia is an great example of purpose brand
8 out 10 of Consumers Expect That CEOs Share Their Own Vision
28 November 2018
CEOs are no longer perceived as chiefs but as leaders. The ability to accept risks and direct decision-making processes are some of the distinctive points of today’s CEOs. An exemplary case of leadership is that of Bob Chapman, CEO of Barry-Wehmiller, who had to face the 2008 crisis and the consequent downsizing of personnel. Surprising everyone, he decided not to dismiss anyone, stating that people matter more than anything else and that there was probably a better solution that did not imply that workers were being diverted. He even came to declare:
“What would a caring family do in the face of a crisis? The answer came easily to me: family members would all make a little effort to prevent anyone from suffering a dramatic loss. “
They needed to save $10 million, but Bob refused to fire anyone. So he devised a solution in which each employee, from the secretary to the CEO, had to take a 4-week unpaid vacation. But it was the way Bob announced the program that surprised everyone. He said, “We should all suffer a bit so none of us has to suffer a lot.” They ended up saving $20 million.
Patagonia as a Purpose Brand
Look at Patagonia, a well-known sports apparel brand with nearly 1300 people, founded in the 1970s by Yvon Chouinard, as an example of a “humanist imprint.” In 2011 during Black Friday, Patagonia invited consumers to “Don’t buy this jacket,” a revolutionary and counter-current slogan that promoted responsible consumption in response to the Greenpeace ‘detox’ campaign aimed at discouraging the use of toxic products (DWR, PFOA) in the outdoor clothing industry.
While waiting to find a valid alternative to the highly polluting C8 polymer used for repelling water, the Chouinard company discouraged the purchase (and therefore the production) of new garments. To support the print campaign, Patagonia promoted “The Stories We Wear,” a content platform that reinforced the message for responsible consumption. Even if Patagonia is relatively new to branded content, its content strategy has been tied into its sustainable vision since the beginning.
In “The Responsible Company,” Chouinard offers a number of examples of how to successfully lead your business without causing damage to the planet, stating:
“I never even wanted to be in business. But I hang onto Patagonia because it’s my resource to do something good. It’s a way to demonstrate that corporations can lead examined lives.”
8 out 10 of Consumers Expect That CEOs Share Their Own Vision
The essential role of Chouinard in assessing the importance of sustainability in his own business is undeniable, and it is critical for success: research by Edelman shows that “79% of consumers expect a company’s CEO to be personally visible in sharing its purpose and vision.”
So it’s extremely important for CEOs to take a position on social issues. They should also clearly be the driving force behind sustainability within the organization, as shown by analysis from The Drum and global B2B marketing agency Gyro, titled “Mind The Gap: How Marketers Feel About Sustainability.”
Many companies are demonstrating that they have the necessary resources and leadership to make the difference in a global society where problems seem to increase. The ‘power games’ of the political parties do not allow governments to be sufficiently strong or credible in the eyes of their citizens or even able to solve universal emergencies, from poverty to environmental problems.
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Since you’re here… Our mission is to monitor Advertising to make certain that companies obey ethical standards of trustworthiness and transparency while communicating their commitment to addressing the great challenges of the New Millennium. From climate emergency to social inequality through all the issues included in the Sustainable Development Goals Agenda, we monitor the consistency of their statements, if they are ‘walking the talk’. With rising misinformation and commercial ownership, independent information is more and more rare. We think citizens deserve access to accurate analyses with integrity at their heart, so we can all make critical decisions about our lives, health and enviroment – based on fact, not fiction. Our editorial independence means our content agenda is set only to voice our opinions, supported by in-depth research, free from any political and commercial bias, never influenced by interested owners or shareholders (which we don’t have). It means we can stand up to mainstream and give a voice to those less heard. We hope this will motivate you to make a contribution in support of our open, independent journalism. Every reader contribution, however big or small, is so valuable. Support BeIntelligent from as little as €5 – and it only takes a minute.Thank you.
I have been dealing with communication for 20 years, I have worked in marketing for large international and Italian companies and I know the mechanisms of advertising persuasion. I decided to invest my know-how and my skills to use the available resources of companies (budgets but also human capital) in positive transformation. Because to students from all over the world I teach at Purpose Brands in Catholic University I wish to give more and more examples of virtuous companies that have invested for the future, of everyone (and there are already many!). Because if we watch, without acting, without taking responsibility, we have no excuse. View all posts by elena grinta
Those pictures were taken in the middle of a walk in the city. These clearly show that from footwear to cosmetics to the most natural attraction humans have, food, the excess, hubris if you want to push it, is what characterizes the consumerist society. On the one hand, it shows the lack of responsibility in individual consumption as in the run for the new trend as well as it is considered as a sign of wealth and even development. On the other hand, those pictures raise a real sustainability issue in terms of production : for most of the products depicted, we know that terrible work conditions – going to child slavery in some cases, are methods put to use to get to the mass production and fit the consumerist society.
Note
The material excesses to which we are pushed in our society is what I chose to show is this contest with the help of my boyfriend who is as concerned as I am in those matters. In the picture, one can clearly distinguish different means of consumption that appeal to all genders and ages. What we wanted to emphasize here is the superficiality and hubris in the ranges and products on the shelves. As a couple, we try to be responsible consumption-wise, which is the reason why the pictures were taken very spontaneously.
Since you’re here… Our mission is to monitor Advertising to make certain that companies obey ethical standards of trustworthiness and transparency while communicating their commitment to addressing the great challenges of the New Millennium. From climate emergency to social inequality through all the issues included in the Sustainable Development Goals Agenda, we monitor the consistency of their statements, if they are ‘walking the talk’. With rising misinformation and commercial ownership, independent information is more and more rare. We think citizens deserve access to accurate analyses with integrity at their heart, so we can all make critical decisions about our lives, health and enviroment – based on fact, not fiction. Our editorial independence means our content agenda is set only to voice our opinions, supported by in-depth research, free from any political and commercial bias, never influenced by interested owners or shareholders (which we don’t have). It means we can stand up to mainstream and give a voice to those less heard. We hope this will motivate you to make a contribution in support of our open, independent journalism. Every reader contribution, however big or small, is so valuable. Support BeIntelligent from as little as €5 – and it only takes a minute.Thank you.
I am 22 years old and I am finishing my master’s degree in Management in June. I was born and raised in Paris, France, yet I have lived in Amsterdam and in Milan in the years 2018 and 2019. I think it is time for my generation and the generation before us to realize the struggles of our century. My biggest concern is the fight for gender equality, and most importantly nowadays the rights of women to dispose of their own bodies, which is far from being acquired. Mass consumption is another concern of mine, I think the problems linked to mass consumption and body image are tightly linked and it is something everyone could realize if they stopped for a second in front of a retail shop shelf. View all posts by Sarah Le Corff
With fishing tools becoming more and more effective, fishing activities across the globe are more intensive than ever. To maximise their profit, fishermen often go beyond what is environmentally sustainable. Fish populations cannot recover fast enough and in turn the sea’s natural resources are becoming depleted.
Sustainable fishing is the act of using fishing tools that minimize the impact on marine habitats and endangered species, as well as conserving the resources that are so important to human life.
TRAVELING RESPONSIBLY
“Develop and implement tools to monitor sustainable development impacts for sustainable tourism that creates jobs and promotes local culture and products” – #Envision2030
Tourism will never be completely sustainable as every industry has its impact, but it can work towards reducing the negative effects on the enviornment.
HOW?
– Give, the right way.
– Say no to plastic.
– Research your tour operators.
– Support the true local economy.
– Never buy wildlife products—period.
LIVE IN HARMONY WITH NATURE
“Ensure that people everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature”
Since you’re here… Our mission is to monitor Advertising to make certain that companies obey ethical standards of trustworthiness and transparency while communicating their commitment to addressing the great challenges of the New Millennium. From climate emergency to social inequality through all the issues included in the Sustainable Development Goals Agenda, we monitor the consistency of their statements, if they are ‘walking the talk’. With rising misinformation and commercial ownership, independent information is more and more rare. We think citizens deserve access to accurate analyses with integrity at their heart, so we can all make critical decisions about our lives, health and enviroment – based on fact, not fiction. Our editorial independence means our content agenda is set only to voice our opinions, supported by in-depth research, free from any political and commercial bias, never influenced by interested owners or shareholders (which we don’t have). It means we can stand up to mainstream and give a voice to those less heard. We hope this will motivate you to make a contribution in support of our open, independent journalism. Every reader contribution, however big or small, is so valuable. Support BeIntelligent from as little as €5 – and it only takes a minute.Thank you.
I’m a Vietnamese student and I’m currently studying in the Netherlands major in Business Communication Keen on how to live sustainable, I’m interested in anthropology, sciences and arts. My purpose is to spread the awareness about Sustainable and how to live more sustainability View all posts by chaunguyen
This series of five photos is meant to represent the beauty in the simplicity of the organic and healthy grown produce. “La Boqueria” is a perfect example of the epitome of sustainability in terms of food consumption and production. This photo reportage aims to represent the market in the most pleasant way possible, showcasing the foods bright colors and appealing presentation, while also representing how locals interact with the environment and how rewarding shopping locally and organically can be. The photos were taken in a sunny Saturday morning, my goal is that the viewer can sense the freshness and brightness of the fruits and nuts as I did in person.
Since you’re here… Our mission is to monitor Advertising to make certain that companies obey ethical standards of trustworthiness and transparency while communicating their commitment to addressing the great challenges of the New Millennium. From climate emergency to social inequality through all the issues included in the Sustainable Development Goals Agenda, we monitor the consistency of their statements, if they are ‘walking the talk’. With rising misinformation and commercial ownership, independent information is more and more rare. We think citizens deserve access to accurate analyses with integrity at their heart, so we can all make critical decisions about our lives, health and enviroment – based on fact, not fiction. Our editorial independence means our content agenda is set only to voice our opinions, supported by in-depth research, free from any political and commercial bias, never influenced by interested owners or shareholders (which we don’t have). It means we can stand up to mainstream and give a voice to those less heard. We hope this will motivate you to make a contribution in support of our open, independent journalism. Every reader contribution, however big or small, is so valuable. Support BeIntelligent from as little as €5 – and it only takes a minute.Thank you.
Fast Fashion VS. Conscious Consumerism April 14, 2020 Fast fashion has captivated consumers for over 20 years. The… 
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