CB Story of the Week

It’s certainly not a new idea that authenticity can be a powerful asset for a band or business – a brand’s message must be carefully crafted to align with its values, actions and long-term commitments.

Our latest story of the week is an insightful piece from the Financial Times, which explores the shifting landscape of brand marketing and the public’s increasing scrutiny of performative campaigns.

Brands that once promoted support for social justice movements have noticeably stepped back in recent months. Mastercard, Nissan, Pepsi and Deloitte have scaled back or discontinued longstanding partnerships with international Pride events. Rather than standing by a message of inclusivity, Bud Light has distanced itself from its 2023 campaign with transgender influencer Dylan Mulvaney and pivoted towards a campaign strategy that seemingly contradicts its earlier stance on inclusivity.

These reversals raise important questions about the sincerity behind such campaigns. Brands and businesses can have an important role in highlighting social issues that impact its customers and communities, and in supporting marginalised communities but doing so authentically is key. When values are treated as marketing tactics rather than core principles, trust is eroded.

As PR professionals and marketers, we must champion messaging that is both bold and consistent; not just during Pride Month or when it’s trending, but year-round.

Read the full FT article here.