A bill was passed in North Carolina which some say restricts the rights of the LGBT community. With social trends becoming more influential in marketing, various Brands have taken a stand against issues that impact potential customers.
Fast food chains, cookies, musicians and other high profile names have been pursuing a more social and progressive cause against bills that would harm others.
Let’s take a look at a few examples:
The NCAA is protesting the state of North Carolina due to HB2. They state that a future Final Four host city must have nondiscriminatory laws.
On top of that, high profile musicians and bands such as Pearl Jam, Bruce Springsteen, and Cyndi Lauper have been using their influence to bring attention and speak out against the signing of anti-LGBT laws by canceling shows in those respected states.
These tactics are a classic way to promote reform in certain areas where a more progressive output is needed. Each state has been dealing with more backlash in terms of tourism as well. Mississippi, as well as North Carolina, have been hit with some backlash in the tourism industry. With massive amounts of cancellations to hotels in protest, each state could very well see a massive decline in people who want a glimpse into their communities.
With brands taking action on certain topics, there is also the risk. Chick-Fil-A announced it had strong ties with anti-LGBT groups and condemned the practice of homosexuality. In a startling turn of events, campaign organizers rallied people to dine there in order to support them. The plan was to get everyone to support the fried chicken restaurant, and it worked…until the hype wore down and nobody cared about it. After some time, the brand lost profits and began to work on ways to disassociate the brand with the CEO’s remarks.
Brands do not want to push people away when issues like the ones mentioned above rear their ugly head, a brand can be a benefiting and influential variable by using a sharp advertising team.