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Should brands take a stand on social and political issues?

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In the immediate aftermath of last month’s shocking assassination attempt on U.S. presidential candidate Donald Trump, search engine giant Google has found itself in trouble. The reason? A technical issue with its autocomplete feature.

Search terms related to the attempted bombing were apparently omitted from Google’s automatic search bar suggestions. Conservative social media users were quick to leap on board, accusing a tech giant of political bias and energetic censorship.

Those claims turned out to be unfounded—the content moderation feature was responsible—but they were nothing recent. Many tech corporations, including Google, have long perceived as a leftist.

But actually not all. Elon Musk, CEO of X (formerly Twitter) and electric automotive maker Tesla, recently announced his full support for Trump, who in turn declared his own support for electric vehicles.

Political involvement is nothing recent for brands, and it extends far beyond tech corporations. It can include taking a stance on key social issues or supporting particular parties or candidates.

However, it is just not clear whether engaging in “brand activism” actually helps corporations overall, leaving many marketers and CEOs undecided to do it.

Taking a stand on issues that customers care about can in fact help construct stronger brand bonds – but what happens when a brand’s political views don’t align with those of its customers?



The risks of getting involved in politics

Our previous tests found that customers’ political views—whether or not they discover as liberal, conservative, or somewhere in between—can influence their attitudes toward brands that engage in activism.

Much of that is in step with what you would possibly expect. Liberal consumers like brands that promote progressive causes, akin to supporting immigration. On the opposite hand, conservative consumers are inclined to prefer it when brands stay silent on progressive issues or oppose them.

Consumers respond well to brands whose political views align with theirs – but there’s a catch.
Julia Nikhinson/AP

But each liberal and conservative consumers dislike brands that appear inauthentic concerning the positions they support. This is a cautionary tale for brands that may wish to “jump on the bandwagon” and performatively support a particular social issue.

Always mean what you say

Brands that attempt to play each side on a social or political issue can find yourself alienating everyone.

Last 12 months, the American beer brand Bud Light faced conservatives’ response after hiring transgender influencer Dylan Mulvaney to advertise the brand. Conservative consumers quickly targeted Mulvaney on social media and boycotted the brand in response to the campaign.

But on this case Bud Light was criticized for not siding with Mulvaney, who he said the corporate didn’t support her after the response. This cost her a part of her liberal customer base also.

Build a purposeful connection

Our research shows that while it may help brands if their public stance on a difficulty aligns with the political views of their goal consumers, in addition they have to exhibit that that is greater than empty words.

Stacked containers of Ben & Jerry's ice cream
Ben & Jerry’s is legendary for its activism.
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Ben & Jerry’s ice cream, for instance, enjoys a loyal customer base amongst liberal-leaning millennials and Gen Z consumers. The company has also been vocal in its support for several progressive issues, akin to climate motion, refugee rights and racial justice.

The company has gained a repute for such activism and has been largely praised by consumers for it, despite recent tensions with its parent company Unilever.

Ben and Jerry working on racial justicefor instance, it involved issuing detailed statements and motion plans about what it believed could be vital for real social change.

If done well, consistent alignment of views on the general brand image can instill a deep sense of pride amongst consumers and a stronger identification with the brand values.

Stand with conviction

A brand’s public stance ought to be an authentic reflection of its core values, not something that adapts to the zeitgeist. Brands that exhibit this belief are sometimes rewarded.

In 2018, Nike maintained civil rights activist and former football player Colin Kaepernick and his stance on Black Lives Matter by launching the “Believe in Something” campaign. The move got here despite significant backlash from conservative consumers in addition to then-US President Donald Trump.

Initial response and fears of a boycott caused Nike’s stock price to fall. However, the corporate persevered with the campaign, and the stock price soon rebounded, and Sales have skyrocketed.

If you may’t be authentic, do not be anything

Our research suggests that brands that don’t have an authentic position on a social issue could also be higher off not taking sides. When a brand is perceived as turning over within the matter, it threatens to alienate everyone.

Brands should feel empowered to take social and political positions that align with their core vision and mission. But if issue-based advocacy doesn’t align with the brand’s image – and isn’t reflected in meaningful motion – the danger of being perceived as insincere means it’s higher to maintain quiet.

This article was originally published on : theconversation.com
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Business and Finance

David Shands and Donni Wiggins host the “My First Million” conference at ATL

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December is the birth month of David Shands and Donnie Wiggins, friends and business partners. Most people have fun by throwing a celebration. Others imagine it must be catered for. The chosen ones spend the day relaxing in peace and quiet.

Then there’s Shands and Wiggins.

The two decided that the best birthday gift can be to offer individuals with resources for generational wealth through a conference called “My first million”in Atlanta.

It’s a compromise between how their families and family members need to honor them and their desire to proceed to serve others. Shands acknowledges that almost all people won’t understand, and he unapologetically doesn’t expect them to.

“It’s not up to us to convince anyone why we do what we do,” admits Shands.

“I think everyone does what they do for different reasons, and I would just attribute it to a sense of accomplishment that I can’t explain to anyone else.”

He doesn’t need to clarify this to Wiggins because she understands his feelings. Wiggins has had a passion for serving others for so long as she will be able to remember.

“When I was in middle school, there were child sponsorship ads on TV featuring children from third world countries. I was earning money at the time and I asked my mother to send money,” she says BLACK ENTERPRISES.

She recalls how sad she felt for youngsters living in a world with so many opportunities, but at the same time going hungry. Her mother allowed her to send money, and in return she received letters informing her of their progress.

“It was very real to me,” Wiggins says, now admitting she’s undecided the letters were authentic. “I received a letter from the child I sponsored, a photograph and some updates throughout the 12 months. It was such a sense of being overwhelmed and it was something I felt so good about. I didn’t even tell my friends I used to be doing it.”

She carried this sense throughout her life, even when she lost every little thing, including her house, cars, and money. She still found ways to serve and give back, which is the basis of her friendship with Shands.

They each love seeing people at the peak of their potential, and that is what “My First Million” is all about. There can be no higher birthday gift for them than helping others create generational wealth.

What to expect during the “My First Million” conference.

They each built successful seven-figure empires, then train others, write books about it, and launch an acclaimed podcast Social proof.

Now they’re imparting that knowledge through the My First Million conference, an event for aspiring and existing entrepreneurs. Shands and Wiggins need to prove that being profitable is feasible and encourage people to bet on themselves.

“David and I, on paper, are not two people who should have made millions of dollars. Number one, we want (people) to see it,” Wiggins says. “Then we want them to actually get out of that room with practical and actionable steps.”

Both are clear: this just isn’t a motivational conference. This is a conference where people, irrespective of where they’re of their journey, will come away with clarity about their business and what they must be doing as CEOs. Shands and Wiggins want individuals who do not have a transparent marketing strategy or are considering starting a business to also attend the meeting.

“A few areas we will cover are inspiration, information, plan and partnership,” adds Shands. “We will give you 1-2-3 steps because some people get depressed and uninspired. Even if they know what to do, they won’t leave, go home and do it. So we have to really put something into their heads and hearts that they come away with.”

Sign up and enroll for My First Million Here. The conference will happen on December 13 this 12 months. but Shands and Wiggins say it definitely won’t be the last for those who miss it.


This article was originally published on : www.blackenterprise.com
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Business and Finance

Operation HOPE on the occasion of the 10th annual world forum

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Operation HOPE Inc. takes over Atlanta for the biggest game in the country dedicated to financial literacy and economic empowerment, Saporta reports.

The HOPE Global Forums (HGF) Annual Meeting 2024 strengthens the crucial link between financial education, innovation and community upliftment in hopes of finding solutions to the problems that stifle challenges around the world.

Organized by Operation HOPE founder John Hope Bryant, together with co-chairs Atlanta Mayor Andre Dickens and U.S. Ambassador Andrew Young, the forums, to be held December Sep 11 at the Signia Hotel, will have fun its 10th anniversary with three days of engagement discussions, observations and forward-looking presentations.

Under the theme “The Future,” Hope Bryant says attendees are looking forward to a “powerful moment in history.”

“Over the past decade, we’ve brought together great minds with daring ideas, servant leaders with voices for change, and other people committed to a brand new vision of the world as we realize it. “‘The Future’ is a clear call to action for leaders to help ensure prosperity in every corner of society,” he said.

The extensive program includes influential and well-known speakers who address business, philanthropy, government and civil society. Confirmed speakers include White House correspondent Francesca Chambers, media specialist Van Jones and BET Media Group president and CEO Scott M. Mills.

“John Hope Bryant and his team have been doing this for ten years, and every year HGF raises the bar,” Young said. “Discussions about the FUTURE are important not only for civil dialogue; they are also essential to bridging the economic divide and solving some of today’s most important problems.”

Atlanta is predicted to welcome greater than 5,200 delegates representing greater than 40 countries.

“I have long said that Atlanta is a group project, and through our partnership with HOPE Global Forums, we are inviting the world to join the conversation,” Dickens mentioned. “From home ownership and entrepreneurship to youth engagement and financial education, HGF will offer bold and innovative ideas to ensure a bright future for all.”

It coincided with the organization’s annual meeting launched one other path to enhance financial knowledge with HOPE scholarships. With three tiers of scholarships – HOPE Lite, HOPE Classic and HOPE Silver – clients could have access to free financial coaching and academic resources.


This article was originally published on : www.blackenterprise.com
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Business and Finance

New Orleans’ black business district is marked by history

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New Orleans, Black Business Disctrict


New Orleans has given a historic monument to a Black business district closed for interstate construction.

The marker was a project fulfilled by in response to the initiative of Plessy and Ferguson. Founded by descendants of men involved within the Plessy v. Ferguson case that legalized segregation within the United States, the organization worked with other community groups to put a marker under the Claiborne Viaduct.

Before the upheaval, Black New Orleanians could find stores owned by other members of their community on Claiborne Avenue. Racial discrimination originally limited the power to buy on the famous Canal Street. Given this, blacks as an alternative flocked to the realm to purchase every little thing from groceries to funeral arrangements.

This mall was home to many Black-owned businesses, and emerging and established entrepreneurs had arrange shop for generations. Consisting of pharmacies, theaters, studios and more, it helped maintain a vibrant black culture in the realm. It reigned because the most important street of Black New Orleans from the 1830s to the Seventies.

The street once featured a picturesque cover of oak trees surrounding bustling businesses. However, its decline began with the expansion of roads within the southern state. The first casualty was the oak trees that were cut all the way down to make way for the development of Interstate 10, and shortly thereafter, the district’s thriving entrepreneurs suffered an identical fate.

Many residents do not forget that they didn’t know in regards to the upcoming investment until the trees began falling. Raynard Sanders, a historian and executive director of the Claiborne Avenue History Project, remembered the “devastation” felt by the community.

“It was devastation for those of us who were here,” Sanders told the news outlet. “I was walking to school and they were cutting down oak trees. We had no warning.”

Despite its eventual decline, the district stays an integral a part of Black New Orleans entrepreneurship. Now the town will physically resemble a historic center where Black business owners could thrive. They celebrated the revealing of the statue in true New Orleans style with a second line that danced down Claiborne Avenue.

“The significance of this sign is to commemorate the businesses, beautiful trees and beautiful people that thrived in this area before the bridge was built, and to save the people who still stand proud and gather under the bridge,” also said Keith Plessy, a descendant of Homer Plessy’ ego.

The growth of local black businesses continues. Patrons and owners alike hope to evoke the spirit of Claiborne’s original entrepreneurs, empowering the community.


This article was originally published on : www.blackenterprise.com
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