Posture comes from holding

Another discussion about whether brands should take a stance on social and political issues? Yes, unfortunately. Since the new US administration has been trolling the LGBTQ+ movement, some US brands have not been able to withstand the pressure and are backing away from their public commitments to these target groups. Political headwinds, possible reactance from consumer groups and the volatility of the economic situation are the reasons behind this. Were the colorful commitments to date just pure marketing activities or "rainbow washing" and not a social conviction? In this context, a study of German brands sounds more harmless at first, but is no less worrying. According to the study, brands with rainbow credentials are less likely to be purchased, as most consumers prefer original designs to rainbow designs. People who prefer the rainbow look cited the beautiful design as the reason. Design matters - but in both cases, the message behind the rainbow doesn't seem to have gotten through.

There are perhaps only two ways to maintain the credibility of brands: either show attitude and stick to it or position the brand as an attitude-neutral sales vehicle. How do you do it?

Here is the link:

https://www.markenartikel-magazin.de/_rubric/detail.php?rubric=marke-marketing&nr=88196