Khalil Grell: Taking a Stand — The Business of Social Change

TL;DR

Brands can make a difference by aligning with social issues and consumer expectations, leading to increased support and sales.

Transcript

[MUSIC] Five years ago, I was sitting on the couch in my mom's living room when a Campbell's Soup commercial caught my attention. Campbell's was releasing its Star Wars branded soup. And a commercial began with a dad feeding his little son with Star Wars shaped noodles in the spoon. Saying, and I quote, Cooper, I am your father. >> [LAUGH]

The c... Read More

Key Insights

• 💄 Brands can sell products while making a statement by featuring diverse individuals and addressing social issues.
• 😒 Consumer expectations have shifted, and consumers are looking to businesses to use their influence for positive change.
• 😀 Brands that align with social values can gain support, while those with opposing views may face consequences.
• 👨‍💼 Actions taken by brands, whether promoting social issues or demonstrating diversity in advertising, can make a difference and benefit both the business and society.
• ✊ Representation in advertising has the power to broaden perspectives, create a sense of belonging, and impact social norms.
• ❓ Consumers are encouraged to internally identify their most important values and support brands that align with those causes.
• ✊ The movement for change depends on individuals using their influence and power as future business leaders.

Questions & Answers

Q: How have consumer expectations changed regarding brands and social issues?

Consumer expectations have shifted, with a majority of consumers willing to support brands that align with their values. In fact, 87% of consumers would purchase a product because of a company's support for an issue they care about.

Q: What impact can brands have by addressing social issues?

Brands can make a significant impact by addressing social issues in their advertising. For example, Always' "Like a Girl" ad changed perceptions of the phrase, leading to increased support and a tripled number of Twitter followers.

Q: How have brands faced consequences for their views?

Brands that hold views contrary to consumer beliefs can face consequences. Chick-Fil-A lost support after their views were made public, while Everlean gained support for their social values.

Q: How did Nike benefit from their Colin Kaepernick ad?

Nike gained significant media coverage and experienced a 31% boost in sales following their controversial Colin Kaepernick ad, demonstrating the impact of taking a stand on important issues.

Summary & Key Takeaways

• Brands have the ability to make a statement by featuring diverse individuals and addressing social issues in their advertisements.

• Consumer expectations have shifted, with a majority of consumers willing to support brands that align with their values and refusing to support those with opposing views.

• Examples of brands making a difference include Everlean gaining support for their social values, Chick-Fil-A losing support for their views, and Always changing perceptions of gender stereotypes through their "Like a Girl" ad.