After years marketing to those trusty Millennials, companies now have to change their entire approach to advertising for Zoomers. Some firms are turning to what has been deemed the “anti-advertisement.” Most recently, Frito-Lay brand Doritos launched a new campaign titled “Another Level.” The campaign launched with a 60 second anti-ad on YouTube – an ad that never once showed the Doritos logo or said the Doritos name.
Companies and organizations are starting to mimic consumers in leveraging the power of the pocketbook; many are placing ethics at the forefront of their financial decision making. Recently, the NAACP, the Anti-Defamation League, Color of Change, and Free Press launched a campaign titled #StopHateforProfit. The campaign centers around the spread of misinformation and hate speech on social media platforms – primarily on Facebook – and encourages companies to boycott the site.
Pride month this year looks a little different. Due to the coronavirus pandemic, many celebrations have been postponed or even cancelled. Because of this, the LGBTQ+ community has had to find other ways to show their pride – something many of them are doing with their pocketbooks. Pride month offers a unique study into just how imperative it is for companies to take on Corporate Social Responsibility initiatives.