Nidhi Makhija, Senior Manager – Insights, MSLGROUP
Annie Sunny, Account Executive, India, MSLGROUP
We are delighted to share the new People’s Insights monthly reports. In our first issue, we feature 11 initiatives and emerging trends.
These initiatives and trends indicate a renewed interest in where our their stuff comes from – from our food to every product we purchase online – and a strong, often vocal, appreciation for brands, organizations and public figures that show empathy and authenticity. In addition, brands are learning to be quicker in their response and are gaining tools and products that help them become more prepared and proactive in dealing with citizen activism.
- Chipotle. Fast food company Chipotle promises ‘naturally sourced’ food and aggressively promotes its Food With Integrity mission to distinguish itself from other fast food companies.
- Aftermath of the Bangladesh factory collapse. The Bangladesh factory collapse in April 2013 catalysed a movement to hold fashion brands responsible for their suppliers and sub-suppliers. The media’s consistent campaign against the fashion industry may lead to mainstream popularity of Fair Trade Clothing and more transparency about where our clothes are created.
- Amazon Fulfilment Centres. Undercover exposés about the poor working conditions at Amazon Fulfilment Centres in the US, UK and Germany have led to a growing unease amongst Amazon customers. 2014 may be the year in which people choose better labour practices over low prices.
- Tweets from the deep. UK’s National Federation of Fishermen’s Organization is overcoming the fishing industry’s negative reputation by telling its story from the perspective of the small boat fisherman. NFFO’s campaign Tweets From The Deep focused on a day in the life of a fisherman and intrigued the media and public into listening to their point of view.
- Why don’t you come over? Romania’s leading newspaper Gandul reacted to discrimination from the UK government with a positive and humorous campaign, “We may not like Britain, but you will love Romania.” Gandul invited Romanians to create their own posters, share their couches and post jobs to welcome the Brits and the campaign received widespread international coverage;
- Netflix. Video streaming brand Netflix relied on innovation to overcome its tarnished reputation. After irking users with a pricing change in 2011, the company rebuilt its reputation with its successful foray into original programing, with hits like the House of Cards.
- People’s Pope. Pope Francis won over many hearts –Catholic and beyond – with his actions since becoming Pope. Photos of him kissing and praying for a severely disfigured man and washing a Muslim woman’s feet have given credibility to his call for mercy and compassion.
- Volunteers do not seek recognition. Following a bomb blast in Beirut, Offre Joie launched “Volunteers don’t seek recognition” to draw public attention away from the political blame game and re-direct it to restoration efforts carried out by anonymous volunteers.
- Gap #MakeLove. After ads from its #MakeLove campaign were defaced with racist comments, Gap took swift action on Twitter to replace the ads and stand behind its #MakeLove positioning. It’s swift response led to positive press and a boost in followers.
- Change.org. 50 million people in 196 countries are using Change.org, the world’s largest petition platform, to pressure organizations, governments and companies to change. A new feature, Decision Maker accounts, now allows business representatives and elected leaders to respond directly to petitioners with a public post and email, and to engage in two-way dialogue.
- Allianz Reputation Protect. Insurer Allianz’s Reputation Protect product provides organizations with up to €10 million of coverage to fund a professional response to reputation crises. As part of the policy, organizations will have to undergo an annual risk assessment and will be advised to implement preventive measures, thus forcing them to identify and address potential weaknesses.
We hope you enjoy reading this issue. Do share your feedback and tips with us @PeoplesLab on Twitter.