Facebook ad boycott: cancel culture is not corporate social responsibility
Some observers are expressing skepticism about brands’ motives for boycotting Facebook advertising.
Some observers are expressing skepticism about brands’ motives for boycotting Facebook advertising.
Purpose-driven marketing has become an increasing priority for brands over the past year or so, driven by the wider consumer desire for change.
Purpose-led marketing has gone through the same hype cycle as many other phenomena over the last decade. First hyped as the future of marketing and then reevaluated as having little proven value in the brand-building sphere.
Chances are you haven’t thought much about the ethical and environmental impact of your toilet paper. But if you have, would you be willing to pay more for toilet paper that has a positive impact on the environment and contributes towards social good?
According to the Duke University Fuqua School of Business twice-annual CMO Survey, more than a quarter of top marketers now believe it’s appropriate for their brands to take positions on political issues.
The issue of plastic waste came to a head in 2018, with David Attenborough’s Blue Planet II raising widespread awareness of the issue.