Recently, Brand Federation founder Kelly O’Keefe published in Forbes our POV on the pivot points brands face. In this summer of crisis and disillusionment, brands are making big turns on accountability.
They're standing up for what they believe in, demonstrating their values, and exerting influence that can lead to societal change.
Some recent high-profile examples include Airbnb, the online lodging marketplace. It’s offering free temporary housing worldwide for 20,000 refugees fleeing the Taliban. “The displacement and resettlement of Afghan refugees in the U.S. and elsewhere is one of the biggest humanitarian crises of our time. We feel a responsibility to step up,” CEO Brian Chesky tweeted.
Reuters reported that Amazon Web Services, the world’s leading cloud service provider, is taking a more proactive approach to removing from its servers violent and other content that violates its policies.
The online discussion site Reddit responded to user protests about the site’s failure to address Covid doubters and banned a forum that spreads misinformation about the coronavirus and vaccines.
And in the wake of the new Texas law that threatens lawsuits against anyone who “aids or abets” a restricted abortion, ridesharing provider Lyft launched a legal defense fund to protect drivers sued for driving a woman who receives an abortion. The company also donated $1 million to Planned Parenthood. "Abortion is a Constitutionally protected right, and so I'm happy to see us here taking a voice and I hope that more of Corporate America does this," Kristin Sverchek, Lyft General Counsel, told CNN.
I hope so, too. Brands have the power, opportunity, and responsibility to serve as societal change agents amid the challenges we face, from climate change to wealth inequality.
Consumers are demanding it and savvy brands are examining their own beliefs and responding. It’s not just good business, it’s good for the world.
Matt Williams is chief growth officer and managing partner for Brand Federation. Prior to joining Brand Federation in 2019, Matt was CEO of The Martin Agency, one of the world’s most creatively recognized advertising agencies. Over his 26-year career at Martin, he helped the agency become the 25th-largest in the US and managed brand strategy development for world-class brands like GEICO, OREO, UPS, Discover Financial, Walmart, and Benjamin Moore.
