Advertisements

Brands Taking Responsibilty For Inspiring Social Change: Dove’s “Real Beauty” Sketches as a Dialogue-Starter

In today’s consumer culture driven world – especially here in the United States, brands are starting to become a required participant, if not leader, of conversations about social change. It’ s part of a macro trend related to empowered consumerism and the shifting balance of power between civil society, government and corporations. Specifically, government is becoming less and less the dominant force behind social change as civil society begins using their economic influence to encourage corporations (who rely on them to sustain their business) to use the power of their global marketing reach to make a difference.

The challenge for corporations (and brands in particular) is finding that social issue or cause that is relevant and credible and participating in a meaningful way. This has actually become its own industry – but that’s a conversation for another day.

I have observed, in my study of consumer culture, the burden of the backlash for many of these corporations and brands. On the one hand, you see a lot of big players who try to do the right thing but then get dinged for “creating the problem” in the first place. It’s a “between a rock and a hard place” situation for many of these brands. Coca- Cola is one example of a company / brand in the hot seat, which I blogged about when they launched their campaign to help combat the growing obesity problem.

Today’s example, however, comes from some work I am dong with a global panel of Cultural Creatives. When asked about brands they have affinity for, one participant in the dialogue talked about her “love / hate” relationship with the Dove Real Beauty campaign, and their latest Real Beauty Sketches (see below)

The issue is that, while many people find fault with the fact that none of the women are “traditionally” unattractive and they are mostly Caucasian, the work still sparks a conversation – and it’s the social conversation that is most important.  In this case, the dialogue is about how our perceptions of our own physical beauty are often a reflection of unnecessary insecurities put upon us by “others” as a result of media or other “smoke and mirrors” influences – and that these detrimental self perceptions can have a negative impact on how we interact with the world.

So, kudos to Dove and any other brand that takes a risk by starting a controversial conversation, because culture only changes when we test our boundaries encourage people to react.   A little bit of context shift goes a long way.

Advertisements
Categories: Consumer Anthropology, Consumer Culture, Culture, Marketing, pop culture, sociology, Television and Media, Uncategorized, Well-being | Tags: , , , , , , , | Leave a comment

Post navigation

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Create a free website or blog at WordPress.com.

mspeachierocks

femdom/adult writings

Punk Rock Anthropology

All things punk rock: music, news, and fashion.

ish ism

Love. Explore. Advocate. Rejoice. Note.

Adventures in Living Abroad

Scintillatebrightly

Abigail S. Holbrook, MSW, LCSW, LLC

Counseling and Consulting in Athens, Georgia

theBeerAuthority

The only authority for all things beer...

Millennials at Work

Coming of Age for the Millennial Workforce

Creativenauts

Personal, design, inspiration, interests.

tumsen

Just another WordPress.com site

Echague

fotografias

ThePopularitéBug

Being a popular kid isn't easy,you have to be cautious about every move of yours because you know that all eyes are on you.Not just the eyes that look up to you but also the eyes that love to see you in pain.You might have your own list of followers but with this list there exists the "popularity starved crowd" who wants to replace you.But when reality bites these morons and they're back to square one,hurt and angry with themselves they try to make you the victim of their moment of high adrenaline,just to make you suffer because you're better.They try to clean their head by ruining your perfect life.What's more is right then you realize that none of your "friends" are what they appear to be.You're broken,depressed .You feel the need to talk to someone of your own kind,someone who won't judge you and that's when you can find me at thepopularitébug,I promise to do anything and everything to help you out of your problem!Amen.

Working Self

Creating Meaningful Work with Rebecca Fraser-Thill

AMERICAN MALE

Often described as a blog, an online magazine, a journal. When examined further the description changes and it becomes a project, an objective, a mission. American Male is one simple thing. It is a collection of different thoughts and experiences so come share yours and be part of the narrative.

nydwracu niþgrim, nihtbealwa mæst

signals, signals everywhere / and not a thought to think

franceleclerc

World travel and photography

entitled millennial

"any man can handle adversity; if you want to test his character, give him power"

%d bloggers like this: