{"id":310,"date":"2020-07-14T13:30:24","date_gmt":"2020-07-14T13:30:24","guid":{"rendered":"http:\/\/thinktreemedia.in\/blog\/?p=310"},"modified":"2020-07-14T14:00:32","modified_gmt":"2020-07-14T14:00:32","slug":"brand-accountability-politics","status":"publish","type":"post","link":"https:\/\/thinktreemedia.in\/blog\/brand-accountability-politics\/","title":{"rendered":"Politics is a Pitch"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">The #<span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">BlackLivesMatter<\/span><\/span> protests erupted in late May. Citing brand accountability, many businesses put out statements of support. Brands used the hashtag #<span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">BlackoutTuesday<\/span><\/span> to stand with the movement. They muted their promotions and campaigns for a long-overdue cause.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The conversation on brand pages, however, took a turn for the worse. Fed up employees called out brands for being far from practising what they preach. Posting supportive #BLM messages while Black and minority corporate representation remained in single digits, allegations of ignoring racist behaviour, and not putting money behind their support made them look hypocritical.<\/span><span class=\"s1\" data-mce-mark=\"1\">\u00a0<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul class=\"ul1\">\n<li class=\"p1\"><span class=\"s1\" data-mce-mark=\"1\">Criticised for posting about\u00a0<\/span><span class=\"s1\" data-mce-mark=\"1\"><span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">allyship<\/span><\/span><\/span><span class=\"s1\" data-mce-mark=\"1\">,\u00a0<\/span><a href=\"https:\/\/www.washingtonpost.com\/business\/2020\/06\/13\/after-years-marginalizing-black-employees-customers-corporate-america-says-black-lives-matter\/?arc404=true\"><span class=\"s1\" data-mce-mark=\"1\"><span class=\"mceItemHidden\"><span class=\"hiddenSuggestion\">Conde Nast<\/span><\/span><\/span><\/a><span class=\"s1\" data-mce-mark=\"1\">\u00a0<\/span><span class=\"s1\" data-mce-mark=\"1\"><span class=\"mceItemHidden\"><span class=\"hiddenGrammarError\">was urged<\/span><\/span><\/span><span class=\"s1\" data-mce-mark=\"1\">\u00a0to look into Black representation in their leadership and on their covers.<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Fast fashion brands like <a href=\"https:\/\/www.vice.com\/en_in\/article\/akzkvp\/fast-fashion-labels-laying-off-millions-of-asian-garment-workers\">H&amp;M, GAP, Kendall &amp; Kylie<\/a>\u00a0<span class=\"mceItemHidden\"><span class=\"hiddenGrammarError\">were accused<\/span><\/span> of not paying their Bangladeshi garment workers.<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><a href=\"https:\/\/www.forbes.com\/sites\/jemimamcevoy\/2020\/07\/02\/critics-slam-unilever-rebrand-of-fair--lovely-skin-lightener-as-glow--lovely\/#6677ebd4b7a6\">Unilever<\/a> got flak for performative reform while renaming the much-criticised \u201cFair &amp; Lovely\u201d to \u201cGlow &amp; Lovely.\u201d<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<blockquote><p>The point is clear: Co-opting movements or political statements without ensuring all is well internally no longer works. Your sales pitch is now political. And that means you have the affidavits to show when the customers ask for proof.<\/p><\/blockquote>\n<h4 class=\"p1\"><span class=\"s1\">Building Brand Accountability<\/span><\/h4>\n<p class=\"p1\"><span class=\"s1\">Earlier this month,\u00a0<span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">Rishad<\/span><\/span>\u00a0<span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">Tobaccowala<\/span><\/span>, a senior advisor at\u00a0<span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">Publicis<\/span><\/span>\u00a0Group <a href=\"https:\/\/www.morningbrew.com\/marketing\/stories\/2020\/07\/06\/best-quotes-marketing-brews-brand-cocktails-launch-party\">proclaimed<\/a>, \u201cThe new\u00a0<span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">ESG<\/span><\/span>\u00a0is not environment, sustainability, and governance. The new\u00a0<span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">ESG<\/span><\/span> is employees, society, and government.\u201d <\/span><span class=\"s1\">With\u00a0<span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">Zoomers<\/span><\/span>\u00a0and\u00a0<span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">millennials<\/span><\/span>\u00a0basing their purchases\u00a0off of\u00a0how honest and ethical brands are, we\u2019re inclined to say that\u00a0<span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">Rishad<\/span><\/span>\u00a0is probably right.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Creating a brand that walks the talk is extremely critical. We recently spoke to our client at <a href=\"https:\/\/www.vfmev.com\/\"><span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">VFM<\/span><\/span>\u00a0EV<\/a> about brand accountability. <span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">Harmehr<\/span><\/span>\u00a0had to make sure that all internal processes aligned to brand values just as much as her product did. Selling a sustainable product while being unsustainable at other points of the value chain would be one step forward while taking three backwards.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">We\u2019ve put together a quick list of\u00a0dos\u00a0to start building an accountable brand:<\/span><\/p>\n<ul class=\"ul1\">\n<li style=\"list-style-type: none;\">\n<ul class=\"ul1\">\n<li class=\"li1\"><strong>Listen<\/strong>: Pay respect to the voices of those who are spearheading movements or causes.<\/li>\n<li class=\"li1\"><strong>Authenticity is not limited to your marketing strategy or products<\/strong>: Take a look at internal processes or vendors that are unwittingly promoting bias or ideals you condemn.<\/li>\n<li class=\"li1\"><strong>Track your progress<\/strong>: You will be unable to fix things overnight &#8211; and that\u2019s absolutely fine. Ensure to create a tracker so that you know where you stand.<\/li>\n<li class=\"li1\"><strong>Own up when you\u2019re wrong<\/strong>: Nothing can damage a brand more than being arrogant or defensive. Apologising and asking for time to correct the problems is the only way to grow.<\/li>\n<li class=\"li1\"><strong><span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">Redressals<\/span>, not dressing downs<\/span><\/strong>: Changing the existing conversation means helping clients and customers learn.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4 class=\"p1\"><span class=\"s1\">Where We Stand<\/span><\/h4>\n<p class=\"p1\"><span class=\"s1\">Closer to home, <a href=\"https:\/\/www.instagram.com\/p\/CCizbyRJW13\/\">Diet <span class=\"mceItemHidden\"><span class=\"hiddenSpellError\">Sabya<\/span><\/span><\/a> continues to list out brands where workplaces are diametrically opposite of what they preach. (<em>They&#8217;re literally posting as we type.<\/em>) It&#8217;s almost as though we&#8217;ve reached a long-awaited, watershed moment to expose the double standard between marketing &amp; management. <\/span><\/p>\n<blockquote>\n<p class=\"p1\"><span class=\"s1\">Businesses that haven&#8217;t been featured on such lists will soon see an uptick in employability scores, purchases and even brand value. Brand loyalty will inevitably become a result of transparent and authentic management.\u00a0<\/span><\/p>\n<\/blockquote>\n<p>Since brands can no longer stay away from political and social issues, it&#8217;s better to take it slow and do it right. There will not be immediate payouts, but authenticity and consistency will pay off.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The #BlackLivesMatter protests erupted in late May. Citing brand accountability, many businesses put out statements of support. Brands used the hashtag #BlackoutTuesday to stand with the movement. They muted their promotions and campaigns for a long-overdue cause. The conversation on brand pages, however, took a turn for the worse. Fed up employees called out brands [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":318,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[16],"tags":[],"class_list":["post-310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-produce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Politics is a Pitch | Brand Accountability - Think Tree Media House<\/title>\n<meta name=\"description\" content=\"In terms of brand accountability, every business has some ways to go. 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