Branding is the last thing that comes to mind when the world is falling apart, gradually. But unbeknownst to mankind, branding, in times when social movements are reshaping the ways of the world, is playing in the background at all times.
In this age of social media, branding doesn’t simply involve selling products and services. It leans toward having a story labelled to it, attaching a social cause to the finality of a certain product. In doing so, a business automatically gets into movement marketing.
Movement marketing is a strategic approach firms use to advertise their products or services by associating them with a significant cause or social movement that resonates with consumers. Instead of simply promoting its products, the corporation demonstrates its commitment to significant causes such as environmental conservation, social equality, or public health.
Social uprising is a usual scenario amidst any international conflicts, showcasing solidarity with the victims of systematic incidents. One contemporary topic regarding international conflict is the Israel-Hamas war and the recent Ivy League Pro-Palestine protest against universities’ ties with companies that serve directly in the military development of the IMF (Israeli Military Forces). The deep-rooted emotions towards the martyrs of the war left the consumers unsatisfied, demanding proper justice against such barbarity.
From a business perspective, this is but a window of opportunity to connect to their audiences on an emotional level, form trust, and ultimately, build customer loyalty. These businesses look further into their contribution to eradicating global problems while securing their shares of profits for the next fiscal year.
Take Nike, for example; their collaborations with the outspoken NFL quarterback Colin Kaepernick left them to open criticisms of the whole fiasco. Surprisingly, the campaign played in favour of Nike, as Nike’s stock has seen a 5% rise in their stocks. They have accumulated what seemed like $6 billion in profits, and the Kaepernick Shoe was sold out on the very first day! Certainly, this was an eye-opener for Nike, as ever since they have started investing their money and resources into global causes to make a stand publicly on these issues. For instance, The corporation has pledged to contribute $40 million to groups dedicated to social justice. It additionally launched a highly potent campaign titled “For Once, Don’t Do It,” which aimed to inspire individuals to oppose racism and social injustice actively.
Apart from these, there are various local scenarios where the local brands are constantly trying to develop strategies to align their interests with those of their customers surrounding an epidemic to strengthen their bonds with their customers further. The internet’s role in encircling these issues is second to none when it comes to the authenticity and integrity of online businesses. E-commerce businesses have connected their customer base to certain causes through transactional measures for acquiring products and services. One local example that comes to mind when I try to think of the Israeli-Hamas war is that many online clothing businesses and thrift shops were contributing a particular portion of each product sold to the Palestinian Embassy. This certainly ignited a spark in the hearts of other Bangladeshi youths to take a stand on this matter, too. As a result, other protests took place in Bangladeshi universities.
Where there’s light, there’s shadow. Ying-Yang.
Movement marketing does come with a set of significant limitations, though.
One of the biggest obstacles is being genuine. People are very observant and can tell when a company is being exploitative or fake with its charitable contributions. Brands risk harming rather than improving their reputations when consumers perceive them as insincere in their support for social causes.
Secondly, polarisation is a major concern. Aligning with a social movement could lead a brand to lose customers because every social cause has its advocates and opponents. Because of this, opinions about the brand can become divided, with some people praising it and others choosing not to buy it.
This is the most significant limitation of all: social issues are ever-evolving, and the significance and view of movements can shift at a moment’s notice. Even if a cause is popular now, it could spark controversy tomorrow, damaging the brand’s reputation and having it connected with divisive ideas.
Furthermore, resource commitment is a crucial aspect. True movement marketing demands a substantial financial, time, and energy commitment to genuinely sustain the cause. Consumers could see brands as exploitative or fickle if brands don’t stick to their word.
Last but not least, determining the impact might be challenging. On the other hand, the effectiveness of movement marketing is more difficult to quantify than the effectiveness of traditional marketing KPIs (Key Performance Indicators). This makes it even more difficult for brands to evaluate the return on investment and the genuine impact that their efforts have had on their brand’s perception and consumers’ behaviour.
Although it’s backbreakingly difficult for companies to navigate the storm of social movements, the ones whose leadership stood out from the rest managed to come ashore, with profits surging ever since and a loyal customer base despite the drawbacks.
Author: Sultanul Arefeen
