Brands are speaking up on Black Lives Matter. But are they taking action behind the scenes?

Press/Media: Expert Comment

Description

Dr Abas Mirzaei from the Department of Marketing provided comment to ABC's The Drum about brands engaging with social issues such as Black Lives Matter as part of their marketing.

Period13 Jun 2020

Media contributions

1

Media contributions

  • TitleBrands are speaking up on Black Lives Matter. But are they taking action behind the scenes?
    Degree of recognitionInternational
    Media name/outletABC
    Media typeWeb
    CountryAustralia
    Date13/06/20
    DescriptionMacquarie University's Abas Mirzaei says that often a brand's response is more of a business decision — they react to consumer expectations.
    "Brands are attention-seekers," he told The Drum.
    Dr Mirzaei says the issue needs to exist first for a brand to jump on board.
    "If the issue has got social currency, then it will have legs to fly, and be noticed."
    Nike is perhaps one of the best known for taking this well-calculated risk.
    With his actions, he became a new symbol of the civil rights movement and controversy surrounded him well before the ad's release. It quickly went viral.

    "That campaign was the most talked about woke campaign as of today," Dr Mirzaei said.
    Despite a boycott, Nike's share value went up. It is thought Kaepernick's appearance netted the company billions.
    Why being authentic means more than an Instagram post
    Speaking up doesn't mean much if you're not authentic, notes Dr Mirzaei.
    "A key part of 'woke' authenticity is the level of financial sacrifice," he told The Drum.
    Producer/AuthorElly Duncan
    URLhttps://www.abc.net.au/news/2020-06-13/brands-on-black-lives-matter/12344476
    PersonsAbas Mirzaei