Derek Chauvin, a cop with Minneapolis Police department used deadly force on George Floyd leading to his death.
Black Lives Matter
As the video of the assault on George Floyd spread, it led to widespread condemnation of the police officer responsible. The video shows George Floyd choking while his neck is pressed by the knee for over five minutes by the police officer.
This horrific incident has yet again highlighted the discrimination and hate towards the black community. The lethal force used against blacks has resulted in deaths of Eric Garner, Michael Brown, Tamir Rice and Freddie Gray in recent years. Leading to "The Black lives Matter Movement" becoming the voice of marginalised against the systemic police brutalities.
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| Nike: Say no to racism |
Nike Condemns Racism
Nike as a socially responsible brand has always stood against racism, even if it resulted in its boycott by certain people. In this scenario too Nike has come up with a Campaign against racism and has launched a video stating Racism - Just don't do it
Adidas has united with Nike in the fight against racism and stated in solidarity with the black community on Twitter -
Together is how we move forward
Together is how we make change
Watch the Nike campaign below -
Purpose Led Marketing
With brands like Nike and Adidas coming out against racism, purpose lead marketing has got another life. This indicates that Brands today will stand for what is right and help to create an atmosphere in support for the marginalised. This becomes a necessity today as people find it difficult to voice their opinion and protect their communities due to curtailment of dissent by governments by using excessive police force. These brands are worth billions of dollars and provide the government with handsome revenues. Their speaking up can push the government to administer justice and move towards a humane governance model.
What about India?
India has seen rising communal violence lately, but no reaction from these major brands highlighting these issues. In one example though in 2019 Hindustan Unilever's Surf excel is seen promoting communal harmony in its advertisement. But such examples are rare and Brands in India do not come out and talk about such issues. Well, this is an area the brands can work and champion the cause of purpose lead marketing in these highly polarising times.
Reasons to go for purpose-led -
1) Nike's experience in purpose-led marketing in the U.S has proven fruitful and its sales increased by 31% after it launched the Kaepernick ad campaign which highlighted "Racial Injustice".
2) Engaging with people is important for brands. And this is ever more important in the social media age if brands fail to stand for people related issues they will fail to be noticed.
Watch Surf excel's efforts at purpose-led below -
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