We’re Fed Up of BLM Content & Here’s Why
BLM content is starting to get under our skin, and we’re not the only ones. Before you jump to any conclusions, no, we aren’t monsters. Let us explain.
BLM has been the most significant political movement of the decade, so far. It’s resulted in so many positive steps forward, led by some incredibly brave and inspirational people. This isn’t what we have a problem with.
The BLM Marketing Bandwagon
Our frustration comes from brands who have been hopping on the BLM bandwagon as a marketing ploy. It’s an important historic movement, which is undermined by those using it as a trend for personal gain.
Although any publicity is good publicity, it’s clear that many brands have been posting superficial BLM content, in an attempt to protect their brand image.
Unfortunately for them, a move like this, with ulterior motives has the opposite effect on brand image. Customers aren’t blind and they know when they’re being deceived.
When this kind of content is posted without any additional action or campaign, it’s very easy to see the true intention and only highlights the brand’s inauthenticity.
This is similar to when brands claim to support sustainability and climate change, because it’s ‘trendy’, yet fail to show any actionable support. If the brand preaches about living sustainably, but their business runs with an unsustainable business model, it puts out a confusing message to customers and reduces their trust. Practising what you preach is the key to customer loyalty and support.
Amazon: A Stale Statement
Amongst the brands that took a poor approach to BLM marketing was Amazon. They received a huge amount of backlash from customers, after releasing this statement:
While on the surface it may have seemed like a supportive message, people were quick to label it hypocritical and absurd. This is because potential customers are able to see the bigger picture and put the statement into context. This particular context is that 15% of Amazon’s workers are black- and of those, 85% are warehouse workers.
The disproportionate hiring of black people in unskilled roles, while preaching about standing with the black community just isn’t sitting right with customers. Once mixed with the negative press about the poor treatment of their workers, the resulting message is weak and unsupported.
It’s clear that when it comes to brand activism, customers want to see support beyond releasing statements. They want to see commitment to the cause beyond the initial ‘trend’. Once continued support, action and result are shown, customers can be certain that the statement was sincere and not an empty marketing strategy.
Glossier: Activist BLM Content
Luckily, there were lots of brands who managed to break the silence with supporting actions. A great example of this is the beauty brand, Glossier, who released this statement:
Not only have they pledged money to organisations that are actively fighting against racial injustice, but have also pledged money to help grow black-owned beauty businesses. This BLM marketing will have a continued positive impact on the movement in general, as well as within their own industry. They have made an incredible contribution to society, all whilst increasing their customer loyalty, brand integrity and visibility.
Maintaining Brand Image
This just goes to show that the best way to avoid weakening brand integrity is by staying true to your brand ethos and only show support where it can be backed up by a continued, valuable action. If you really feel so strongly about a cause, don’t just say it, show it.
If you feel you need guidance in strengthening your brand image or need help defining your brand guidelines, book a discovery meeting with us today to see how we can support you.