Knowledge Centre:
News Digests

Stay abreast of what’s happening internationally with developments in corporate public affairs. Here is news that you may find useful and interesting:

Companies can appeal to workers and consumers with liberal messagesND


The Economist, Thursday 24th January (Print Edition)

In an advertisement released in mid-January, Gillette, a razor company, achieved its 15 minutes of viral fame by taking a stand against ‘toxic masculinity’. Its gamble was that the free publicity that came from the controversy would offset any lost sales to men who were annoyed by the messaging of the ad. A similar bet worked for Nike last year when it used Colin Kaepernick – an American footballer who lost his job after kneeling during America’s national anthem in protest against police racism – in an advertising campaign. Some conservatives burned their Nike shoes in protest, but the company’s share price quickly rebounded and Nike’s sales rose as millennials showed they were more than happy to buy footwear that attracted the ire of President Donald Trump. “A younger generation of consumers is seeking products that are aligned with their causes,” says Renee Richardson Gosline of the mit Sloan school of management. Similarly, companies want to recruit workers from the same generation, which also means appealing to their values. “Young people don’t want to work for a company if it is seen as harmful to the environment or society,” says Jaideep Prabhu of Cambridge University’s Judge Business School. They want to be proud to say where they work. It is also worth remembering that firms have long been part of the political process through carefully co-ordinated, expensive lobbying campaigns. Last year, for example, eight firms including Alphabet (Google’s parent) and Amazon each spent over $10m lobbying America’s Congress, according to Opensecrets.org, a website. If firms can push a conservative, low-tax-and-regulation message, why not a socially progressive one?

For the full story visit this link

About The Centre

The Centre for Corporate Public Affairs is the only entity of its type internationally, connecting, via corporate membership, the corporate public affairs and communication function across Australia, New Zealand and Asia. We assist our members embrace best practice public affairs structure and strategies.

Our research, professional development programs, events and international thought leadership opens doors to help organisations and practitioners build and apply corporate public affairs as a core management tool and function.

Member Login

Please enter your username and password to access this member resource on the Center website. You may continue to browse the site without login, however access to discounted member prices, event registration and the knowledge centre is restricted.

© 2013 Centre for Corporate Public Affairs | ABN 15 623 823 790 | Site by
.