Five Brands That Are Doing Political Good [CASE STUDY]
Students support these brands and their political transparency.
Young people are highly aware that the choices that they make in their life have ethical repercussions. It influences their big decisions – like who they want to be employed by – and their day-to-day decisions, such as where they should choose to purchase their goods and services from.
Brands are increasingly responding to this.
We’ve pooled together five big brands who are making a global difference and are particularly popular with students.
1. Ben & Jerry’s on the legalisation of same-sex marriage in Australia
Ben & Jerry’s are no strangers to political activism. The brand has done countless campaigns over the years and this year has made the decision to tackle the legalisation of same-sex marriage in Australia. They have emphasised their point through boldly banning two scoops of the same flavour being sold together in Australia as of May 2017. And if one scoop of cookie dough is not enough? Well, that’s just the way the cookie crumbles.
The 26 stores across the country have been kitted out with a post box and disgruntled customers are encouraged to send a postcard to their MP to urge them to make the change.
2. Airbnb on providing free housing
Airbnb made a pledge to house 100,000 refugees and provide free short term housing for them. The company launched Open Homes in June 2017, which allows anyone to sign up and offer accommodation to a displaced person or a person in need. It has been a huge success and currently there are over 6,000 free listings. The majority of these are based in the US and Europe. Surprisingly, around half are from users that previously were not Airbnb users.
3. Pret A Manger on helping the homeless
Pret A Manger dedicates a lot time and money towards helping the homeless. The sandwiches, you may have noticed, don’t display a sell-by date. This is because 95% of the stores give their leftovers to homeless charities at the end of each day through the Pret Charity Run.
They also offer a Rising Stars Program, a movement that aims to rehabilitate ex-offenders and the homeless through training opportunities in Pret A Manger stores. Over two thirds of participants go on to become full-time employees of the brand.
4. Starbucks on helping refugees
In response to Trump suspending America’s refugee programme and temporarily banning citizens from several Muslim majority countries, Starbucks pledged to hire 10,000 refugees across the world in the next five years. 2,500 of these will be in Europe and afterwards refugees will make up 8% of the European workforce.
When this was initially announced back in January, #BoycottStarbucks was temporarily trending on Twitter as Trump supporters expressed their disapproval. Nevertheless, the company is storming ahead and remaining true to their political stance.
5. Lush on animal testing
Lush has always been open about their political stance on animal rights – and they have no problem with making their customers feel uncomfortable! In their 2012 Lush Fighting Animal Testing campaign, a young actress was dragged through the streets of London to the Regent Street store where she was placed in the window on a bench, like a laboratory animal, and “experimented on” in the full view of horror-struck shoppers.
This year Lush celebrated the anniversary of their Charity Pot body lotion. All proceeds go to charities working in animal or human rights and it has made a staggering total of twenty million pounds.
These companies have made a difference through utilising their brand voice. By being more transparent about their stance on political and social issues, students have the chance to choose what causes to support through their day-to-day spending. From speaking to our campus media students, it’s often reported that they have more respect for a brand that operates in this way because they know their money is not simply going into the pocket of the CEO!
We expect to see much more cross over between consumerism and political activism in the future as more and more brands respond to this trend.