Should brands try to change the world?

As more and more brands take on social issues, acceptance of short-term backlash, particularly through social media, will be par for the course

It is the job of advertising to elicit a reaction from consumers. It is the job of advertisers to plot the course on how to do this. Recently Gillette has chosen to use its significant reach to address an issue that has been increasingly at the forefront of people’s thoughts.

One thing is clear: this choice certainly elicited a reaction, and not one that is universally or immediately positive as evidenced by the over one million dislikes on YouTube. A sensitive analysis of social media commentary by Ipsos shows 36% negative, compared to 16% positive, about the campaign in the days following its release.

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The author(s)

  • Tyler Colligan
    Ipsos Connect, US
  • Pedr Howard
    Senior Vice President Creatice Excellence & Brand Health Tracking

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