How Social Justice Movement in 2020 Shifted the Dynamic of Brand Imaging in Marketing

By Edwin Chen

My initial thoughts are no doubt similar to how most viewed the year of 2020. Branding in marketing reflects the reputation and where the company stands within their consumers. Companies are now facing the social pressure to take a stance of their views in terms of social justice.

The systematic roots of racism with the depiction of our controversial history has led many to pull or reconsider their branding. Knowing that consumers have power over the product, especially boycotting will no doubt hurt their profits. To steer away from such controversy, the ultimate decision to erase and change to forego to accept the changes of social justice has shown its impact. However, what is taking corporate companies so long to act? How come now but not beforehand even though people knew in the back of their minds the brand imaging will present a problem down the road? Arguably, the social justice up roar in 2020 has pressured companies to take action and reconsider their branding. It has not gained much attention prior even though on the side people knew it was racist or controversial but did not take action to sanction and pressure against. As it gained traction, the issue can no longer be ignored otherwise the result will hurt the brand image.

My takeaway is consumers have influence over companies especially faced enough pressure and boycotting if the demand to change is not met, they would have no choice but to reconsider the marketing strategy. One voice may drown out in corporate but multiple voices is impossible to avoid. Never have I thought branding that many have grown up with and only realizing all this time some branding we’ve been associated with throughout our lifetime has a darker meaning rooted in its imagery perception. It is time to move forward and not depict a problematic history because as long as systematic racism is still present, we will never resolve society’s issue to address social change.

Reference:

Black Lives Matter Movement Brings Change to Branding & Packaging | Fridge (thefridgeagency.com)