Nike's Win, Pepsi's Fail, and Pinkwashing on LinkedIn: Purpose-Driven Marketing

Voice Marketing with Emily Binder

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8M ago 6:46

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82% of consumers say they want to buy from brands with values that align with their own (RetailBrew, 2022). I discuss what makes purpose-driven marketing work or fall flat.

Topics:

(00:00) Introduction to Purpose-Driven Marketing

(1:22) Success of Nike's 30th anniversary "Just Do It" campaign, ft Colin Kaepernick, boldly aligned with Black Lives Matter movement

-“Believe in something. Even if it means sacrificing everything,” re: national anthem protest against police brutality arguably cost him his NFL career." -Forbes

-Impact on sales and cultural spotlight for Nike ($15 billion US market)

-Related Masters in Business podcast: Scott Galloway called Kaepernick ad the best brand move of 2018.

(3:30) Failure of Kendall Jenner Pepsi Ad

(05:12) Brands and Gender Activism

-Pinkwashing

-Importance of pay equity

(06:15) Environmental and social alignment (Meatless Mondays)

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