{"id":3672,"date":"2019-03-11T13:19:32","date_gmt":"2019-03-11T07:49:32","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=3672"},"modified":"2023-10-19T16:29:42","modified_gmt":"2023-10-19T10:59:42","slug":"standout-by-standing-up","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/standout-by-standing-up\/","title":{"rendered":"Building Standout Brands By Standing Up"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f84b9c569b1\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f84b9c569b1\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/standout-by-standing-up\/#nikes-30th-anniversary-campaign-with-colin-kaepernick\" title=\"Nike\u2019s 30th Anniversary Campaign with Colin Kaepernick\">Nike\u2019s 30th Anniversary Campaign with Colin Kaepernick<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/standout-by-standing-up\/#gillettes-viral-ad-%e2%80%98the-best-men-can-be\" title=\"Gillette\u2019s Viral Ad \u2018The Best Men Can Be&#8217; \">Gillette\u2019s Viral Ad \u2018The Best Men Can Be&#8217; <\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/standout-by-standing-up\/#airbnbs-%e2%80%98we-accept-campaign\" title=\"AirBnB\u2019s \u2018We Accept\u2019 Campaign\u2019\">AirBnB\u2019s \u2018We Accept\u2019 Campaign\u2019<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/standout-by-standing-up\/#dell-2020-%e2%80%98legacy-of-good-plan\" title=\"Dell 2020 \u2018Legacy of Good\u2019 Plan\">Dell 2020 \u2018Legacy of Good\u2019 Plan<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/standout-by-standing-up\/#adidas-parley-collection-%e2%80%93-recycled-ocean-plastic-shoes\" title=\"Adidas\u2019 Parley Collection \u2013 Recycled Ocean Plastic Shoes\">Adidas\u2019 Parley Collection \u2013 Recycled Ocean Plastic Shoes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/standout-by-standing-up\/#channel-4-%e2%80%98together-against-hate\" title=\"Channel 4 \u2018Together Against Hate\u2019\">Channel 4 \u2018Together Against Hate\u2019<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/standout-by-standing-up\/#lush-%e2%80%98spycops-campaign\" title=\"Lush \u2018SpyCops\u2019 Campaign\">Lush \u2018SpyCops\u2019 Campaign<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">7<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400\">In the 21<\/span><span style=\"font-weight: 400\">st<\/span><span style=\"font-weight: 400\"> century when distractions are aplenty and attention span is shrinking, consumers only care about brands that take a stand on social issues. According to the 2018 Edelman Earned brand <\/span><a href=\"https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2018-10\/2018_Edelman_Earned_Brand_Global_Report.pdf\"><span style=\"font-weight: 400\">report<\/span><\/a><span style=\"font-weight: 400\">, 67% of belief-driven buyers purchased a brand for the first time because of its position on a controversial issue. When a brand chose to remain silent on an important issue, 65% of these consumers stopped buying their products. <\/span><\/p>\n<p><span style=\"font-weight: 400\">The findings of this report indicate how retail brands can no longer earn a consumer\u2019s trust with just a token initiative or an impersonal PR manufactured CSR activity. A strong stance on the things that matter is what influences consumers\u2019 purchasing decision and lead to brand loyalty, even when it comes with its own set of risks. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Take for instance, <\/span><a href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/brand-insight-patagonia-a-brand-that-says-dont-buy-our-jacket\/\"><span style=\"font-weight: 400\">Patagonia<\/span><\/a><span style=\"font-weight: 400\">. It is one brand that has always been vocal about saving the planet and building a sustainable future without hurting the environment. Be it expressing disapproval \u2013 \u2018<\/span><a href=\"https:\/\/www.washingtonpost.com\/news\/morning-mix\/wp\/2017\/12\/05\/the-president-stole-your-land-patagonia-rei-blast-trump-on-national-monument-rollbacks\/?utm_term=.0d7b545a91e4\"><span style=\"font-weight: 400\">The President Stole Your Land\u2019<\/span><\/a><span style=\"font-weight: 400\"> or showing support \u2013 <\/span><a href=\"https:\/\/www.odwyerpr.com\/story\/public\/12147\/2019-03-06\/patagonia-hires-epa-alum-as-environmental-advocate.html\"><span style=\"font-weight: 400\">Hired an Environmental Advocate<\/span><\/a><span style=\"font-weight: 400\"> \u2013 Patagonia\u2019s involvement in the ecological world isn\u2019t subtle. Due to its brand ethos, it is a revered company, excluding the cynics who <\/span><a href=\"https:\/\/www.outsideonline.com\/2390213\/rob-bishop-blames-patagonia-climate-change\"><span style=\"font-weight: 400\">blame<\/span><\/a><span style=\"font-weight: 400\"> Patagonia for climate changes.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Fortunately, Patagonia has company in this sphere as more and more retailers are making a conscious effort to confront controversial issues. Let\u2019s take a look at other brands who remarkably improved their value by taking a strong stance on social issues. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"nikes-30th-anniversary-campaign-with-colin-kaepernick\"><\/span><b>Nike\u2019s 30th Anniversary Campaign with <\/b><b>Colin Kaepernick<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">In September 2018, American MNC Nike released its ad <\/span><a href=\"https:\/\/www.washingtonpost.com\/news\/early-lead\/wp\/2018\/09\/13\/colin-kaepernicks-nike-ad-campaign-gets-more-yeahs-than-nays-from-young-people\/?utm_term=.6832f45474b8\"><span style=\"font-weight: 400\">campaign<\/span><\/a><span style=\"font-weight: 400\"> that featured American footballer and anti-racism campaigner Colin Kaepernick. Billboards with the NFL player\u2019s portrait and words \u2018Believe in something. Even if it means sacrificing everything\u2019 imprinted on it captured everyone\u2019s attention. This was in response to the controversy surrounding Kaepernick, who started the \u2018take a knee\u2019 move during the national anthem to protest against racial injustice and police brutality. Many branded him unpatriotic for kneeling down but the sportswear brand decided to not take the middle path and picked a side. Nike made its stance clear that it stands by the player.<\/span><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=Fq2CvmgoO7I&#038;t=21s\">https:\/\/www.youtube.com\/watch?v=Fq2CvmgoO7I&amp;t=21s<\/a><\/p>\n<p><span style=\"font-weight: 400\">The campaign was divisive, powerful and effective. A section of Nike customers who were miffed by the campaign started burning their Nike products and the hashtag #JustBurnIt surfaced on social media platforms. But the positive support that Nike garnered was stronger than the backlash. That\u2019s why the brand witnessed <\/span><span style=\"font-weight: 400\">$6 billion<\/span><span style=\"font-weight: 400\"> increase in sales, whereas a sports store had <\/span><a href=\"https:\/\/www.theguardian.com\/business\/2019\/feb\/14\/sports-store-owner-who-boycotted-nike-over-colin-kaepernick-ads-closes-shop\"><span style=\"font-weight: 400\">to shut its shop<\/span><\/a><span style=\"font-weight: 400\"> after the owner decided to not sell Nike products. <\/span><\/p>\n<p><span style=\"font-weight: 400\">While speaking about the controversial ad and why it got approved, co-founder Phil Knight <\/span><a href=\"https:\/\/www.fastcompany.com\/90314699\/nike-cofounder-why-i-approved-the-controversial-colin-kaepernick-ad\"><span style=\"font-weight: 400\">asserted<\/span><\/a><span style=\"font-weight: 400\">, \u201cIt doesn\u2019t matter how many people hate your brand as long as enough people love it. And as long as you have that attitude, you can\u2019t be afraid of offending people. You can\u2019t try and go down the middle of the road. You have to take a stand on something, which is ultimately I think why the Kaepernick ad worked.\u201d<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"gillettes-viral-ad-%e2%80%98the-best-men-can-be\"><\/span><b>Gillette\u2019s Viral Ad \u2018The Best Men Can Be&#8217; <\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">In the post #MeToo world, when we often get to hear dialogues around \u2018the need to empower women\u2019, shaving supplies company Gillette chose to address the root cause \u2013 toxic masculinity.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"We Believe: The Best Men Can Be | Gillette (Short Film)\" width=\"1778\" height=\"1000\" src=\"https:\/\/www.youtube.com\/embed\/koPmuEyP3a0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400\">In its short film \u2018<\/span><a href=\"https:\/\/www.youtube.com\/watch?v=koPmuEyP3a0\"><span style=\"font-weight: 400\">The Best Men Can Be\u2019<\/span><\/a><span style=\"font-weight: 400\">, the brand showcased the harmful behaviour of men in situations like bullying, sexual harassment and assault because of the free pass &#8211; \u2018Boy will be boys\u2019 \u2013 they get. \u00a0It challenged toxic masculinity by asking, \u201cIs this the best a man can get?\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400\">Celebrities like Billy Jean King, Rainn Wilson and Elijah Wood applauded the ad for encouraging conversations around this important topic. Then there were people like Piers Morgan who criticized the ad by stating, \u201cLet boys be damn boys.\u201d While the ad didn\u2019t call men toxic, many like Morgan gave the ad a thumbs down by calling it a \u2018man hating\u2019 ad. \u00a0Either way, it was a bold move by Gillette and it managed to start a debate on masculinity and what it really means, which is step in the right direction. The sooner people realize that toxic masculinity as a concept is harmful for both, men and women, the better it would be for our society and future generation. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"airbnbs-%e2%80%98we-accept-campaign\"><\/span><b>AirBnB\u2019s \u2018We Accept\u2019 Campaign\u2019<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">U.S. President Donald Trump passed an executive order in January 2017, which put a ban on entry of citizens from countries like Iran, Iraq, Syria and Yemen. Just after Trump announced his plans about imposing a travel ban on immigrants, travel platform Airbnb grabbed the Super Bowl ad spot last minute and released politically charged campaign #WeAccept during the sports event.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=yetFk7QoSck'\"><span style=\"font-weight: 400\">ad text read<\/span><\/a><span style=\"font-weight: 400\">, \u201cWe believe no matter who you are, where you\u2019re from, who you love or who you worship, we all belong. The world is more beautiful the more you accept.\u201d<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"We Accept | Airbnb\" width=\"1778\" height=\"1000\" src=\"https:\/\/www.youtube.com\/embed\/yetFk7QoSck?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400\">Airbnb accommodations have been in news for discrimination and racism, as the control to accept a guest\u2019s request lies in the hand of hosts. But Airbnb <\/span><a href=\"http:\/\/fortune.com\/2017\/02\/06\/super-bowl-2017-airbnb-ad\/\"><span style=\"font-weight: 400\">admitted<\/span><\/a><span style=\"font-weight: 400\"> that the travel ban order triggered the urge to develop this campaign and not the other reported cases. <\/span><\/p>\n<p><span style=\"font-weight: 400\">The company <\/span><a href=\"https:\/\/www.usatoday.com\/story\/tech\/talkingtech\/2017\/02\/05\/airbnb-aims-weaccept-super-bowl-ad-refugees-immigrants\/97533188\/\"><span style=\"font-weight: 400\">shared<\/span><\/a><span style=\"font-weight: 400\"> that in the next five years, \u00a0they would offer temporary housing to 100,000 displaced people, which would include refugees, calamity survivors and relief workers. \u00a0Airbnb also plans to contribute $4 million to the International Rescue Committee, a global NGO that helps people rebuild their lives. <\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cNot allowing countries or refugees into America is not right, and we must stand with those who are affected. Open doors brings all of US together. Closing doors further divides US. Let&#8217;s all find ways to connect people, not separate them,\u201d <\/span><a href=\"https:\/\/www.usatoday.com\/story\/tech\/talkingtech\/2017\/02\/05\/airbnb-aims-weaccept-super-bowl-ad-refugees-immigrants\/97533188\/\"><span style=\"font-weight: 400\">affirmed<\/span><\/a><span style=\"font-weight: 400\"> Airbnb CEO Brian Chesky.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"dell-2020-%e2%80%98legacy-of-good-plan\"><\/span><b>Dell 2020 \u2018Legacy of Good\u2019 Plan<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">Very few big tech companies are as dedicated as Dell to protect the environment. The Texas based computer technology company has sketched out a comprehensive plan to achieve its social and environmental milestones by the year 2020. The work to achieve these goals stated in <\/span><a href=\"https:\/\/www.dell.com\/learn\/us\/en\/uscorp1\/2020-goals\"><span style=\"font-weight: 400\">Dell 2020 Legacy of Good plan<\/span><\/a><span style=\"font-weight: 400\"> started way back in 2013.<\/span><\/p>\n<figure id=\"attachment_3687\" aria-describedby=\"caption-attachment-3687\" style=\"width: 1000px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3687 size-full\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/shutterstock_309201461.jpg\" alt=\"\" width=\"1000\" height=\"613\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/shutterstock_309201461.jpg 1000w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/shutterstock_309201461-300x184.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/shutterstock_309201461-768x471.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><figcaption id=\"caption-attachment-3687\" class=\"wp-caption-text\">Editorial credit: Shutterstock<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">A few of its <\/span><a href=\"http:\/\/i.dell.com\/sites\/doccontent\/corporate\/corp-comm\/en\/Documents\/revised-goals.pdf\"><span style=\"font-weight: 400\">goals<\/span><\/a><span style=\"font-weight: 400\"> include making the good that will come from their technology ten times better than what it takes to create and use it,<\/span> <span style=\"font-weight: 400\">reducing global absolute greenhouse gas emissions by 40%, \u00a0and ensuring that 100% of product packaging is sourced from sustainable materials and is either recyclable or compostable. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Dell had set a goal of recycling 2 billion pounds of e-waste by 2020. However, it <\/span><a href=\"https:\/\/www.tomshardware.com\/news\/dell-recycles-2-billion-pounds-e-waste,38701.html\"><span style=\"font-weight: 400\">achieved its goal<\/span><\/a><span style=\"font-weight: 400\"> in 2018, 2 years ahead of schedule. As the world comes face to face with the devastating consequences of global warming, large-scale meticulously planned efforts like these by tech brands like Dell are greatly appreciated. \u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"adidas-parley-collection-%e2%80%93-recycled-ocean-plastic-shoes\"><\/span><b>Adidas\u2019 Parley Collection \u2013 Recycled Ocean Plastic Shoes<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">Germany-based brand Adidas has taken a strong stance against ocean plastic pollution, which is one of the most <\/span><a href=\"https:\/\/www.gentside.co.uk\/earth\/these-terrifying-images-show-the-real-impact-of-ocean-pollution-on-sea-life_art2952.html\"><span style=\"font-weight: 400\">pressing<\/span><\/a><span style=\"font-weight: 400\"> environmental concerns. To address this issue and minimize its impact, <\/span><a href=\"https:\/\/www.adidas.co.in\/parley\"><span style=\"font-weight: 400\">Adidas collaborated with Parley for the Oceans<\/span><\/a><span style=\"font-weight: 400\"> in 2017 to launch high performance sportswear made with Parley ocean plastic.<\/span><\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3677 aligncenter\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/adidas-parley-run-for-the-oceans-2018-01-960x1440-1.jpg\" alt=\"\" width=\"960\" height=\"1440\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/adidas-parley-run-for-the-oceans-2018-01-960x1440-1.jpg 960w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/adidas-parley-run-for-the-oceans-2018-01-960x1440-1-200x300.jpg 200w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/adidas-parley-run-for-the-oceans-2018-01-960x1440-1-768x1152.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/adidas-parley-run-for-the-oceans-2018-01-960x1440-1-683x1024.jpg 683w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/>\n<p><span style=\"font-weight: 400\">The retailer didn\u2019t stop at one collection of recycled plastic clothes and shoes. Adidas has demonstrated its commitment to the cause by steadily increasing the production of this collection year-on-year, without compromising on the aesthetic appeal of the <\/span><a href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/how-the-nerdy-sneakers-climbed-its-way-up-to-high-fashion\/\"><span style=\"font-weight: 400\">sneakers<\/span><\/a><span style=\"font-weight: 400\">. They manufactured 1 million pairs of shoes made with recycled ocean plastic in 2017. In 2018, that number multiplied by 5 times to reach 5 million pairs of shoes. Adidas\u2019s goal is to manufacture 11 million shoes in 2019.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In addition, the next biggest goal on the company\u2019s list is to quit virgin plastic and use <\/span><a href=\"https:\/\/www.ft.com\/content\/73ca70d8-84e1-11e8-96dd-fa565ec55929\"><span style=\"font-weight: 400\">100% recycled plastic<\/span><\/a><span style=\"font-weight: 400\"> by 2024.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"channel-4-%e2%80%98together-against-hate\"><\/span><b>Channel 4 \u2018Together Against Hate\u2019<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">Social Media has grown by leaps and bounds in the last decade. But not everyone was prepared for the magnitude of cyber bullying and online abuse. To combat online bullying and highlight the toxic layers of online abuse, Channel 4 <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=vP-CCBKCRwk\"><span style=\"font-weight: 400\">launched<\/span><\/a><span style=\"font-weight: 400\"> #TogetherAgainstHate campaign in partnership with Nationwide, Maltesers and McCain.<\/span><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=vP-CCBKCRwk\">https:\/\/www.youtube.com\/watch?v=vP-CCBKCRwk<\/a><\/p>\n<p><span style=\"font-weight: 400\">UK-based company Nationwide Building Society wanted to highlight hate speech and threats directed towards people of colour and different backgrounds. McCain decided to take a strong stand against homophobia after their \u2018<\/span><a href=\"https:\/\/www.youtube.com\/watch?v=aJ9fjN1az9g\"><span style=\"font-weight: 400\">We Are Family\u2019<\/span><\/a><span style=\"font-weight: 400\"> campaign featuring a gay couple attracted unnecessary abuse. Vile comments were made against actress and disability campaigner Samantha Renke when she appeared in Maltesers ad. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Under this campaign, each of the ads of the abovementioned brands were aired during the ad break of British television reality programme Gogglebox. The twist was that these ads were overlaid by the real abusive messages by real people. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Nationwide\u2019s CMO Sara Bennison <\/span><a href=\"https:\/\/www.prweek.com\/article\/1492162\/channel-4-teams-trio-brands-cast-light-brutality-online-abuse\"><span style=\"font-weight: 400\">pointed<\/span><\/a><span style=\"font-weight: 400\"> out, \u201c\u2026there is a line between what can be considered \u2018banter\u2019 and what is fundamentally crossing the line by attacking individuals. Free speech cannot extend to spreading hate. If it would be deemed unacceptable said face-to-face, why should it be allowed online? At the end of the day, abuse is abuse and that is never okay in our book.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign, which effectively used abuse to highlight the rising problem of online abuse \u00a0was widely appreciated and <\/span><a href=\"https:\/\/www.marketingweek.com\/2018\/12\/21\/channel-4s-togetheragainsthate-wins-marketing-campaign-year\/\"><span style=\"font-weight: 400\">won<\/span><\/a><span style=\"font-weight: 400\"> campaign of the year title in 2018. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"lush-%e2%80%98spycops-campaign\"><\/span><b>Lush \u2018SpyCops\u2019 Campaign<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">Cosmetics retailer Lush is no stranger to standing up for and promoting things that matter. The brand is famous for being cruelty free as most of their products are vegetarian\/vegan and none of it is tested on animals. It has also played a significant role in promoting LGBT inclusivity by <\/span><a href=\"https:\/\/www.allure.com\/story\/lush-holiday-rupaul-drag-queens-campaign\"><span style=\"font-weight: 400\">featuring drag race queens<\/span><\/a><span style=\"font-weight: 400\"> in their campaigns.<\/span><\/p>\n<figure style=\"width: 1280px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/media.allure.com\/photos\/5be735a8f5eadc413c69ffc1\/16:9\/w_1280%2Cc_limit\/Lush%2520Holiday.png\" alt=\"\" width=\"1280\" height=\"720\" \/><figcaption class=\"wp-caption-text\">Source: Allure<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">However, Lush was particularly lauded for its gutsy \u2018<\/span><a href=\"https:\/\/twitter.com\/LushLtd\/status\/1002515226418450432?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1002515226418450432&amp;ref_url=https%3A%2F%2Fqz.com%2F1296395%2Flush-stands-by-its-controversial-spy-cops-uk-campaign%2F\"><span style=\"font-weight: 400\">Spycops\u2019<\/span><\/a><span style=\"font-weight: 400\"> campaign that highlighted the misconduct of undercover police officers. The brand put a spotlight on abuse that partners of undercover police (who vanished after completing the assignment) faced. As state and authorities were involved, the campaign received a lot of criticism. In spite of intimidation that forced them to take down the posters from some places, the brand stood by it and refused to the end the campaign completely. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Lush\u2019s ethical director Hilary Jones <\/span><a href=\"https:\/\/qz.com\/1296395\/lush-stands-by-its-controversial-spy-cops-uk-campaign\/\"><span style=\"font-weight: 400\">averred<\/span><\/a><span style=\"font-weight: 400\">, \u201cWomen have had their lives invaded by people pretending to be someone else\u2026 We\u2019re not going to abandon the victims in this.\u201d That\u2019s called standing up for your beliefs and never backing out, even in the face of adversity.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">7<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> In the 21st century when distractions are aplenty and attention span is shrinking, consumers only care about brands that take a stand on social issues. According to the 2018 Edelman Earned brand report, 67% of belief-driven buyers purchased a brand for the first time because of its position on a controversial issue. When a brand  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":3690,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1160,1522],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Building Standout Brands By Standing Up | Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"In the 2020, when distractions are aplenty and attention span is shrinking, shoppers only care about brands that take a stand on social issues.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/standout-by-standing-up\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Building Standout Brands By Standing Up | Vue.ai Blog\" \/>\n<meta property=\"og:description\" content=\"In the 2020, when distractions are aplenty and attention span is shrinking, shoppers only care about brands that take a stand on social issues.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/standout-by-standing-up\/\" \/>\n<meta property=\"og:site_name\" content=\"Vue.ai Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vueai\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-03-11T07:49:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-19T10:59:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/shutterstock_501937300.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"728\" \/>\n\t<meta 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