The decision of the US Supreme Court to legitimise same sex marriage has been for most Nigerians, the beginning of the end, some sort of apocalyptic sign. For many individuals and brands in the US however, this has been a time to jump on a trend, identify with a public cause, and show support.
Most brands have adopted the vibrant rainbow hues, and blended them with their own logos, all in a bid to identify, and also win public approval.
— American Airlines (@AmericanAir) June 26, 2015
For Nigerians, the closest movements we’ve had to a public cause that brands can identify with has been the Occupy Nigeria movement and the #BringBackOurGirls campaign. Now the question, is it safe for brands to jump on such popular trends, and if they do, how long is this period of ‘identification’ supposed to last?
According to Allen Adamson, North American chairman of the brand consulting agency Landor, “There’s a danger of jumping on the bandwagon.” For a brand, returning to business as usual when the buzz surrounding a social/public campaign starts to drop, portrays the brand as insensitive. However, continuing to show support for the cause without making visible contributions can be described as opportunistic.
Adamson says, “If they really believe in this cause, they’ve got to stay committed to it beyond its trending on Google Analytics.”
Therefore, as much as brands need to be more human especially on social and identify with public driven issues, perhaps some caution should be applied.