Acting with Purpose: Brands & Social Justice

Published: November 10, 2020

Brand & New

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Peter Golder

Peter N. Golder Tuck School of Business at Dartmouth College Hanover, NH, USA

Following the recent wave of protests around the world centering on racial injustice and police brutality, many brands using offensive racial stereotypes have taken a stance, either voluntarily or due to social pressure.

In the United States, in particular, consumers and media organizations have pinpointed brands like Uncle Ben’s, Aunt Jemima, and the Washington Redskins, demanding changes or even removal of their iconic yet questionable logos. Many brands also have publicly spoken out on these social tensions, or decided to proactively change their branding strategy or even product offerings.

What are the risks when brands get involved in social issues, and how can the effectiveness of their reactions be assessed, especially in terms of consumer perception?

To discuss these issues, Brand & New welcomes Peter N. Golder, Professor of Marketing and the Faculty Director of the Tuck School of Business at Dartmouth College, in Hanover, New Hampshire. Professor Golder has been teaching at Tuck for more than a decade. The winner of many prestigious awards in marketing research, he focuses on market entry timing, new products, long-term market leadership, branding, and quality. He has won many prestigious awards in the marketing research field.

Note: A few months ago, Uncle Ben’s and Aunt Jemima each announced that they soon will be changing their name and image on their packaging; and the Washington Redskins changed its name to the Washington Football Team.

Related Resources

To go further:
About Peter Golder

Also of interest:

Marketing Dive: Most Americans say brands should respond to Black Lives Matter Movement

BBC: Black Lives Matter – Do Companies Really Support the Cause

Forbes: How Fashion and Beauty Brands are Supporting the Black Lives Matter Movement

Fast Company: Black Lives Matter, The Brand

About Brand & New

Brand & New podcasts from the International Trademark Association

Host Audrey Dauvet discusses compelling business and legal topics relating to intellectual property, innovation, technology, and change with an international roster of influential experts and industry visionaries.

Brand & New guests contribute to this podcast in their personal capacity, and the opinions expressed (or experiences shared) are their own. They do not purport to reflect the views or opinions of INTA or our members.

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