Equality as a trending topic
With #metoo, there is more than just a topic of conversation. It has caused a social shift that is fueled by years of pressure. In the long term, it will change the previously discussed bias. The attention for #metoo has made sexual harassment and inequality of women a trending topic. As a result, it has become an interesting topic for companies.
development conversation sexual harassment and equality
The Evolution of the Conversation Around Sexual Harassment. Source: Crimson Hexagon/George Washington University
The interest of companies is not (only) negative. It is good that it is expressed in a changing corporate culture. For example, a healthy balance is sought between men and women within organizations and cultures are created in which there is more respect for each other. There is no place for sexual harassment anymore. Think of the CEO of Uber who was thrown out of the company after inappropriate behavior.
These developments mean that companies are using this topic as a marketing tool.
Let's look beyond equality for women, but at canada whatsapp number diversity in general. Companies like Pepsi are doing their utmost to be 'connected' to this as a brand. With the negative highlight being a large-scale advertising campaign with Kendall Jenner trying to unite protesters and police officers with a can of Pepsi. An example of you're trying too hard . This topic is not part of Pepsi's mission or vision. The commercial is merely a strategy in the marketing plan to establish or increase brand value. And that's where things can quickly go wrong.
Honesty and transparency
Precisely because inequality is such a sensitive subject, thoughtfulness is important. Using inequality as a marketing tool par excellence does not work. It can function as a marketing tool. Improving inequality must be a natural part of the corporate culture for this. So that this is always communicated, without having to be pointed out.
Publicly promoting the fight for equality requires honesty and transparency. What doesn’t work is a company that uses equality as a marketing message but at the same time has a board that consists entirely of male fifty-somethings. Such an organization is confronted with that fact anyway. And rightly so. Because such a change starts with the corporate culture.