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As someone who has been in the depths of exploring brand activism and purpose in business these last 3 years, I’ve got a bunch of thoughts on Gillette’s latest work.
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First off, any brand making positive, considered contributions to dialogue on social change should be welcomed. This is no different.
It’s a superb piece of content and is triggering all the right conversations. I recognise that value and the risk taken.
It’s a superb piece of content and is triggering all the right conversations. I recognise that value and the risk taken.
That said, this risk was primarily motivated, without question, by a commercial imperative.
The Gillette brand has little relevance in modern society, and their business is under threat from upstarts like Harry’s.
They actually had nothing to lose.
businessinsider.com/gillette-takin…
The Gillette brand has little relevance in modern society, and their business is under threat from upstarts like Harry’s.
They actually had nothing to lose.
businessinsider.com/gillette-takin…
There isn’t anything wrong with brand activism being commercially motivated.
But your commercial intent must be matched by a desire to contribute at a societal level too, in order to actually have real impact of value.
I have some concerns on this...
But your commercial intent must be matched by a desire to contribute at a societal level too, in order to actually have real impact of value.
I have some concerns on this...
First up, the timing of this campaign is super safe. It’s building off monumental mainstream dialogue, not starting the dialogue itself.
It’s following in the footsteps of brands like @Bonobos who’ve already taken the risk.
It’s following in the footsteps of brands like @Bonobos who’ve already taken the risk.
Next up, their donation to BGCA. $1m sounds like a lot of cash! Yeah..*Sounds* like a lot.
Gillette revenue in ‘17 was $6.5B.
BGCA revenue in ‘16, was $2B.
forbes.com/companies/boys…
This $1m will barely make a dent in the BGCAs trajectory and influence or Gillette’s margins.
Gillette revenue in ‘17 was $6.5B.
BGCA revenue in ‘16, was $2B.
forbes.com/companies/boys…
This $1m will barely make a dent in the BGCAs trajectory and influence or Gillette’s margins.
As for Gillette as a company, sounds like they’ve got internal work to do to live up to this campaign.
Glassdoor paints a picture of an archaic company culture. Nothing explicit about a toxic masculine environment, but read between the lines...
glassdoor.co.uk/Reviews/Gillet…
Glassdoor paints a picture of an archaic company culture. Nothing explicit about a toxic masculine environment, but read between the lines...
glassdoor.co.uk/Reviews/Gillet…
I won’t bore you any more but you catch my drift. Gillette’s campaign is on point, but their impact is not.
A reflection I believe of their commercially focussed intent.
A reflection I believe of their commercially focussed intent.
At the end of the day, we absolutely need more brands to be activists.
It is vital, however, that we hold these brands accountable for matching emotive campaigns with meaningful, considered action.
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It is vital, however, that we hold these brands accountable for matching emotive campaigns with meaningful, considered action.
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