It's been a fascinating few weeks in marketing with an interesting phenomenon emerging that I hope becomes the norm.
Brands defending their customers.
Back in mid-March, we saw it with Guinness Beer when the brand pulled out of the NYC St. Patrick's Day Parade because the parade organizers wouldn't allow "out" marchers. How can you have this parade without beer... well you can if your values don't align.
This week we have two more examples.
OK Cupid asked its members to not use the the Mozilla browser when using their site because the CEO had donated money to support anti-gay legislation in California. The CEO of Mozilla has since resigned. There are certainly a lot of gay people looking for connections on OKCupid and I'm sure there are a lot of gay people using Mozilla. Smart move on both accounts.
Honey Maid has made a name for itself lately with its new campaign featuring "wholesome" families of every size, shape, makeup and color. In response to some hatred slung its way, it released a video response where an artist took all the hate papers and created the word "love" and then demonstrated how there was an overwhelming about of love that completely drowns out the hate. Of course it does. Wholesome families everywhere applaud, including my own. Literally brings a tear to my eye.
All three of these brands, and hopefully countless others to follow suit, know and understand and yes love their consumers. They stand by them, they live with them, and yes they defend them. As well they should. As consumers we should support them in return and as marketers we should be inspired by them. I know I am.
Notice too that these brands are staying close to their knitting. These brands are defending their consumers because it also makes sense, ethically and financially, and these actions are tied directly to what the brands are all about. Plus they're staying current with what's happening to the makeup of our pop culture. As well they should.
I predict and hope this is a trend that flourishes, for any brand and any consumer no matter the reason.