As lockdown begins to ease
Claire Mathieson, Account Director
As the economy begins to re-start with non-essential shops re-opening next week there will be a steady return of advertising to our screens. No longer will adverts thank the NHS, be shot on Facetime, or talk about ‘these unprecedented times’. Instead, there will be price-led deals, and brand advertising, trying to build an emotional connection with the audience.
However, as lockdown eases, we find ourselves experiencing another seismic event as the black lives matter movement gains never-before-seen momentum. As a society we’re talking about slavery, and having difficult conversations about our history.
But brands should be very, very careful where they tread.
I’ve previously commented on the illegitimacy of brands advocating for women because they wanted to do something powerful for the Superbowl, despite having consistently excluded them from the conversation. It doesn’t work, and it’s insulting.
This week I read Mark Ritson’s list of advertisers who are supporting the black lives matter movement but have no people of colour on their board. See more here: https://www.marketingweek.com/mark-ritson-black-lives-matter-brands/
Major corporations do need to step up and be a voice for the people. But look to your history and your current inequalities before jumping in.
By all means advocate for change, but that starts at home. Walk before you run, and please don’t give us see another Kendall Jenner Pepsi moment in 2020.
