W NEE DO BRANDS HAVE PERMISSION TO SPEAK? The Nike anniversary campaign with Colin Kaepernick is arguably the most divisive campaign in recent memory, applauded and derided in equal measure with the most extreme of reactions on both sides. It revealed how polarised our world has become. People didn’t grumble or applaud. They burned or bought. It is a sign of the times. Brands are actively finding their cultural voice, with many taking a stance on issues that matter to society-at-large and tapping into conversations beyond their business or product. This is nothing new. Corporate companies and their brands have impacted culture and societal issues in some form for as long as brands have been around, be it detergent 16
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manufacturers funding the creation of ‘soap operas’ to create an audience for their brands on TV, or public relations firms lobbying governments to advance causes which are advantageous to their business. It is more present in 2018 than ever before, visible across all marketing disciplines and communications channels. We see it in brand and product design, in advocacy and influencer marketing, and, of course, in both traditional and social advertising. Research suggests that a growing expectation is being placed on brands to have a point of view on cultural issues and topics, particularly among younger audiences. People feel unrepresented by politicians and elected leaders, and