There has been a lot of hot air surrounding recent advertising controversies – but, beyond the guff, there might also be valuable lessons for employers.
In the wake of #metoo and TimesUp, we have seen an increase in advertising campaigns focused on supporting progressive social change. The release of Gillette’s latest advert followed in the footsteps of Nike’s 2018 campaign faced by Colin Kaepernick: “Believe in something. Even if it means sacrificing everything.” Nike’s ‘sacrifice’ amounted to
Last year MTV News was one of many outlets that pivoted to video production at the behest of Facebook. You can throw a rock and hit a piece of analysis of the reasons why, but the important thing to take away from that is that in doing so it laid off a number of reporters who were focusing on LGBTQ and BAME issues. Almost exactly a year later, the tide has turned, and MTV News is once again hiring people to cover those issues – scant comfort to those reporters it initially laid off.
But that shift back to socially-worthy coverage tells us more about the focus of the media industry than simply ‘we were duped by Facebook’. For one thing, any new spotlight shone on issues like those are more vital than ever in Trump’s America, where civil liberties can be stripped away at any time, and should be applauded. Even in the UK, the polarisation of the news media has led to tacit xenophobia, transphobia and more on the front pages of many of the right-wing papers.
But as publications look to avoid the perils of ‘mile-wide, inch-deep’ reporting that has proven unsuccessful in generating revenue online, increased coverage of those issues has a strong business case as well. Let’s take a look at why: