B2B brands are in for a rude awakening. By lagging behind their B2C counterparts, they are inadvertently creating a rift between their future customers and their future business. What do…
Category: Brand Activism
Henry Mintzberg is the John Cleghorn Professor of Management Studies (Strategy & Organization) and Faculty Director (International Masters for Health Leadership) at the Desautels Faculty of Management of McGill University…
With today’s brand activism, we see many companies deciding to take a stand for a better world. For example, since signing Colin Kaepernick to an endorsement deal, Nike has added…
Purpose is not a luxury. It is a must have. Companies interested in the ROI of Purpose should look at the official results from a company like Unilever. Earlier this…
We live in apocalyptic times. Everywhere we turn, we see a growing number of interlinked challenges – from rising inequality to environmental collapse – that will require collaboration between unlikely…
A number of certified B corporations including Ben and Jerry’s, Patagonia, Natura, and Danone, North America have turned up the pressure on the the signatories of the Business Roundtable’s statement…
Secret, the Procter and Gamble brand sponsor of the winning US Women’s World Cup team, has committed $529,000 ($23k for each of the 23 players) to address the pay gap…
Elsie Maio has guided leaders in the Fortune 100 for over 25 years to achieve specific business goals by managing their brands strategically. She is an alumna of McKinsey &…
Does your business support the Green New Deal? The American Sustainable Business Council (ASBC) does: As responsible business leaders and investors in industries across America, we support the Green New Deal. By…
Jonathan Knowles recent article in The Marketing Journal – Do Not Risk Your Brand To Build Your Reputation: A Lesson Learned From Gillette – is a cautionary tale for brands…
Has Procter & Gamble joined the Brand Activism bandwagon? Gillette’s latest ad campaign is turning heads with its “woke” message: What we see here is an appeal to the “better…
Sprite’s #iloveyouhater campaign breaks new ground for a soft-drink commercial: According to Adage, Sprite is now just one of a string of brands to have addressed online “haters” and social media…
In December of 2018 Patagonia updated its raison d’être: Is this feasible? Can Patagonia really “use business to protect nature”? What concrete actions is Patagonia taking to prove this isn’t…
Maria Hengeveld‘s article in the Nation, Big Business Has a New Scam: The ‘Purpose Paradigm,’ raises a critical point: “Contrary to its purported aim, the point of purpose isn’t to drive change.…
Speaking up doesn’t always make life easier. But easy never changed anything. @sterling7 pic.twitter.com/sFZHeMo5s4 — Nike Football (@nikefootball) December 15, 2018 When Raheem Sterling spoke up about racism at a…