After two Triple Zero outages, a data breach and a $100 million fine for predatory sales in recent years, sorry is not enough. Here’s what Optus needs to do next.
- Senior Lecturer of Marketing, RMIT University
Gen Z consumers care about the environment yet they are tempted by ultra-fast fashion. What explains this cognitive dissonance?
The Body Shop once led the world as a sustainable retailer but lost dominance when it failed to respond to growing competition and its customers changing needs.
Profits, not social justice, appear to be why the big grocers are dropping support for Australia Day. But creating a distraction when they’re being criticised for high prices is also possible.
Shareholders accused companies that campaigned during this year’s Voice referendum of wasting time and energy that could be better used increasing their returns.
People are more likely to donate to charity when the brand shows ‘bravery’ by speaking up about social causes.
Influencer and trans woman Dylan Mulvaney promoted Bud Light beer on their social media and received vicious backlash from the conservative public.
Being an ethical brand can be a complex and often slow process. But with authenticity and the right leadership it can work.
The federal government’s new adverts ignore decades of research on what makes effective advertising.
B2B brands taking a public moral or ethical stand are increasingly looking at their suppliers and manufacturers to reflect their own values, but where do they draw the line?
Brands taking a stand on social issues is no longer remarkable — but that only makes it harder to be authentic.
The advertising boycott of Alan Jones’ radio show highlights which companies advertised on it, but ironically, pulling out now could enhance their brand more than if they had never supported the show.
Gillette recently made headlines with their controversial campaign against toxic masculinity, but other brands appear to be better at taking action.
Research shows that the new trend of activism marketing hinges on whether or not the brand engages in practices that match its message.
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