the city where the temperature is 3 degree higher already, you know, right? because the other townships having chucked up the trees, but in tucker in the name of development and he's all of the ship to become a capital like a single the nation. just covering all the grieves with the phone. so when you distract nature, it takes the, the b was, is all the res, today with good in and convince us to get work. but what does it actually mean? and is it worth it to try to fit in with the latest on typically true to the core of the brand? well, in today's polarized world,

nearly 3 quarters of people believe that companies should take us down on societal issues. even if they're not directly related to their businesses. previously, companies have purposely avoid it takes of alienating clients and losing customers . but increasingly, businesses feel the pressure to take us down one way or the other in order to appeal to the modern customer who is voting with their dollar bills. i have everything where today we're going to be looking to see is it worth it to go walk or go broke? the stay was, was a term previously reserved for black activists. but now it has assimilated into mainstream culture to refer to an awareness of social injustice and inequality. brands have started being that caused a part of their mission, but it's not easy to balance corporate values and profitable values as they can be inherently contradictory. for example, if you want to maximize profit,

one of the easiest things to do is to cut wages or have low wages and no benefits. but in order to fall in lot higher pay equal pay for women, flexible hours work, life balance and benefits. this contradicts directly with the company's profitability. and in the past decade, there have been companies who have gone work successfully. others who try to go work and failed miserably either because the message was that it can serve as core target audience. and other companies who attempted to ignore trans altogether and not choose aside. so let's take a look at a few of them. in recent years, one of the most spectacular failures was the pepsi is 2017 commercial which attempted to piggyback on the black lives matter and other protests lead movements . and having kendall jenner today, fees the riot will account. this completely missed the mark and undermined the meaning of the protest leading to widespread backlash from the will community who

boycotted the product and tweeted to cancel. pepsi, similar when it reached out to trans social media influence are still in mal vonny to help sell its beer. thinking that he would appeal to a woke community. and unfortunately, while he did up here to the work and eligibility to community it alienated by lights chord drinkers, who are a pretty conservative bunch, 10 percent, the month following the commercial. and now disney has come under fire again and time again for their suppose. it woke in this. they have made the changes to their family films featuring the 1st same sex case and a black woman as the lead in their re make of the little mermaid. and response 14 countries including the u, a. egypt and indonesia announced that they was. as a result, disney lost a $123000000000.00 of their market value. stocks dropped over 40 percent from the beginning to the end of 2022. disney slash over $7000.00 employee $1000000.00,

subscriber loss to streaming service. disney plus, like your ultimately became the lowest grossing still in a franchise that had made over $3300000000.00. and the numbers don't lie. a big profit loss with disney admission to stay away from cold 14 big risks. for this more we'll bring in our finance, ceo of laredo wealth management. so great sir. how are you? it's a pleasure. now starting off, do you think companies are better off shifting their branding every couple of years? yes. or should they just stay true to their boots? i think it's a bit of both. you know, you want to stay true to your roots because what got you there may not necessarily get you to the future, but at the same shape, you want to make sure you're taking the appropriate steps to move the needle long. but not so much as these companies have shown us that they are alienating their

core subscribers or their core audience. so to save time, they have to stay true to themselves, which i think is very important going forward because at the you have to answer to your investors. and how do companies on average change and how big of an investment is that? it really depends on the company. i mean, we sold both light spending a significant amount, but in the bigger marketing budgets per se, they can pivot very quickly if they see that from them. and, you know, we'll see other companies doing the same. where if the marketing addition of is not working, they're going to cancel it or they're gonna move in a different direction. they'll pay that when they need to. but the for things that the trends are positive in their favor as well. and if it is,

they will enhanced and move forward in that direction. and now what has been the worst p r disaster from a poorly planned culturally insensitive marketing campaign in recent years? i mean, you know, it's one opinion versus another. i mean, a lot of people will say the, but the light is one of the worst that we've seen so far. i would have got who their audience was. and they were listening to someone telling them that they needed to get another segment. but they completely missed the marking, grow, you know, so that it's hard but like trustee or more. and they completely missed the mark going after a different segment of the market and alienating their people. it just didn't make sense at all. they might be paying that or some work is not just, you know what you'd be. well, you can't be broke. if you're a corporate company,

you have the answer to people and if you don't and you don't do the right thing, guess what? you're going to miss the mark and you get punished by wall street and the investors for that. yes, that i feel like they're going to come now. so is it better to go? well, because then to try to fight it, like some of the other companies who just tried or what do you see a lot of companies ignoring trends. but it's because they are at a point where they say to themselves, be trendy or to have their core message and the core values a place don't change me for it works. you know, a lot of, let's just take the banks where it is, for instance, banks are happy to make 2 to 4 percent per year. you know, internal b roll. so they will not there so conservative. they will not go in a direction that would aly any, any what,

any one of their investors and stay true to their original meaning. knology companies that want to seem cutting edge that want to seem like they are doing, you know, a, not only are we more, but we're not going to go broke because we didn't include everybody. you know, so that i think they're then going forward. they are going to do very well in this, but it could, the companies, uh clothing manufacturers can do very well in this movement, but not well for the sake of be well be woke. please don't be pro. and what do you make of the reason, bob harding, the beer in drugs? is this going to put a dent in the seemingly universal push to go? well, do you think that companies are going to take this as a cautionary tale? and i think the companies are pretty smart, they have good people directly have good people directing them,

but they're going to move into direction. that is a little bit more conservative. but at the same time, fee in step in lock step with the trends out there. but maybe they're not going to take as much risk because of the bud light scenario. so it can be completely opposite where you have a company say, hey, you know what? we saw that we're going to learn from those mistakes and we're going to move forward in a really trendy walk way. and they accomplish that by staying true. get there in the 1st place that mike and with all of these campaigns are a company is trying to get ahead of the curve and be the leaders of change. so for example, with my light that the consumers are older, so they wanted to target a new wave of that. that was like a shift that they were trying to change the demographic possibly. you know, i think the idea was good in theory. i don't think the execution really worked out

for them, but as we saw and just because you have a lot of people, boy kotik doesn't mean they can't be tomorrow. i'd be back for the day. beard tracers are kind of physical uh consumers and they want what they want and if they're comfortable with the brand, they're going to continue drinking. they're going to continue using that bread. so not necessarily in the indicative of going to happen. no other thing to keep going with the world culture. you don't want to go too far along a plumb some or other direction that doesn't make sense. 3 of learning these lessons now is going to be something amazing for these companies that they will make the same mistake twice. you know, we've seen it at other trends and at the same time, i think we'll see other mistakes be make in need in the walk. meant they're going to move forward and do so diligently, either spotlight campaign,

the pepsi can look at a different direction. i'd say what, what, what we didn't do anything. now how you want to have a company that, you know, is nimble and can pivot. but at the same time, we make that and use it for the new campaigns. maybe going back to the core messages and ports, maybe going back to the amended core message, like the solution for companies that got themselves in trouble. go back to the message you originally is. that is originally part of your core audience, asked me for not forgetting what happened in the past, acknowledging it on a p or from a p r standpoint. in the new messaging, amending pivoting and moving forward. now has there been any examples of companies that have managed pivots successfully? oh, cool, cool, cool, cool, cool, cool. i mean,

they came out with the change and formula and the brand new co, completely alienated core cold drinkers, myself included, i remember when that happened and i remember stuck and the company learn, they drop sleep. so they didn't take the new coast off the show. so immediately, but they promptly brought back the old co formula. people started to come back and came back in droves because they liked the face. and the new formula was quiet. you should see the house. and they also said to themselves, you know what, we kind of go in a different direction as far as transfer concerned. and now they're transforming themselves into health and we got water, we got vitamin water, we got all these different things. and the company is driving. that's been solid dividend wise. it's solid growth wise. but that's just a simple example of what can happen. thank you so much i. q is for your time today

. and when we come back, while many companies failed to go well, there are some winters who has been extremely successful at navigating this new work landscape will have more after the break the while many companies failed to go to work and instead ended up in hot waters there are many winters who successful escape. nike took

a huge risk with his ad campaign featuring nfl porter back tapper neck, who was unsigned for kneeling during the national anthem to protest racial and believing something, even if it means sacrificing everything. and predictably, it blew up in both directions with one side, going all out to support nike and the other side, boy cutting all nike products. but the ad ended up earning 6000000000, massive customer demographic. recent demographic shifts means that much of america as well as is being generated and spent in blue districts. in particular, places like new york in california don't have a big population, but the majority of income. so mathematically, there is a solid shareholder driven business strategy and promoting progressive values. other brands like savage expense, the, the laundry line by rhianna is leading the world way with inclusive marketing, including models, a very background g, t 2 plus models, and even a model who has lost her foot and 2 fingers. research has found that millennials

engines, ears account for $350000000000.00 and spending power in the us and are increasingly using their shopping habits to voice their bone will account for 40 percent of global customers by 2020. and they are willing to pay extra for products and services from companies that are committed to positive social impact. it shows that roughly 2 thirds of customers with switch or a moist brands based on their stand on controversial issues a but not a cultural trends are shifting. for example, victoria secrets had previously positioned itself as the standard for what is sexy and beautiful. it refuse to change this message as thoughts embracing body positivity rather than initiated models. but then sales slumped in the 2010 of its market share and dropped from 33 percent to testing used to close 53 stores. it was also force to apologize after telling those that it didn't want transgender models

in the show because it would quote, spoiled the fantasy. no interest in portray a wider range of sizes or skin colors and branding as it was an interested in quote, marketing to the whole world struggled financially as some brand plunged, 40 percent in 2019 alone force to adapt in order to survive. victoria secrets finally shifted, it's brand to include plus size models and promote body positivity. but it was called too little, too late. and so it seems like going work is a timely manner and some brands have money. so for more, let's bring in doctor all of us missouri business marketing professor at mcquarry university and author of woke brand. so many brands entire reputation stems from the going well trend and monetizing this like we on a spend to make up wine and her a. so given her success, why the more brand step up to imitate so, so that is one of the, uh,

cooling practices to, to copy others to mimic other successful campaigns. and that is one of the pretty pause or legitimacy is theory brands the trying to kind of see legitimacy by signaling that the, the k for the society, they put people before profit. and one of the simplest ways to do that is to mimic other successfully coffee. so what if you share similar uh, categories they split that to about 3 are the users of the intensity and then take perception, right? so or so if i don't have that background, if i don't have those type or type physics copy, heard in me being labeled as opportunistic. that would mean that. so let's begin discuss and she left the campaign right. zillow. zillow really tried to

copy nike after nike launch the dream crazy campaign. only a couple of months later, she to launch the best manager be a ne company, even though nike is cap, it also was y c. but g, let's experience was totally different. the reason was like you had a history of practicing or launching co pays. uh, featuring a hedge i did campaign or the just do a test page started with a, a 2 year old brother on the golden gate bridge. right. so, so they have these history and then they launched that campaign competitors, you know, if they just want to, if they visit copying nike was only resulted in the perception of your pet usher the into one issue. did not have

a history. so they gave a very you can also be the simplest way to go backward uh, without identifying disabilities and connect with sticks. and it is not really recommended to their success. for example, there's this entire focus on authenticity when it comes to marketing. but is it often to see and marketing inherently and oxy months of, or perhaps based on the practices over the past few decades. maybe to, to some extent then be pushed so far for the too far to kind of uh, 70 products use exaggerations in our campaigns. and uh, advertising campaign to just sell more. uh, yeah, it'd be have damage authenticity obviously. uh for the, at the end of the day,

companies have to start from so that if it is the symbolic, it has the, the phone number, the other in the we can only use symbolic at this starting point. and people re evaluated you as you go on and they want you to be a time to work with all those promises and all of the things that you have advocated for, right? so just refer to the poor image, perhaps about some of the, you know, elements of advertising and marketing. it doesn't mean that the advertising or the marketing was, should kind of disengage in this very important issue. and we know that a to adopt the power of advertising and marketing rhetoric. so even in the past they have to do it mostly to sell products with seeking intentions. now there is

a great opportunity to to employ those us to push for human values. where do you say walk culture going? is it going to get more extreme or how do you envision at morphing and a few years from now? will it still even be a thing? that's a very interesting good question. based on what i see, i don't think it will become more extreme. perhaps. what do you have seen over the past? 12 to 18 months is the that has been a little bit of back flipped products. we have. ready to move month, result of look back, please. there are a couple of reasons for both facts, least what else and perhaps is that the or the is the target audience, consumers and general public the don't one friends to 3 gays in order for that to get charged issues. so as a result,

the company and most companies realize they don't have the experience as much yet to deal with the disease social challenges. and they are implementing a commercial models, it into a social issues. and that's why we see these, the fact that as a result of the month rates, the boys to kind of avoid control over those. but for what was the range of the fees? are the vision for the to be the next right here in the vote. the knowledge is on hold of the of the public a tub of leave is moving toward the past 3 years will as an alternative solution. and we have city examples of uh you know,

what the republican camp because they have been to work for half. so to me. ready the this a fight between. ready versus on vote and company is really be pressured by the politicians. and i seriously have seen companies because i like the idea changing towards politicians pushing press. rodriguez for example, was forced to not so the abortion field in 20 of the states. and then the to the 4 years ago, there's a reason the brand that if you don't still it in those states, you're not also welcome you. or we see a governor, the sciences, you know, try to challenge the disney,

is that so of the next frontier will be vote versus our hopes and i don't think what would go more extreme even if they do become more monitoring . thank you so much dr. all of us for your time in sight today, go woke or stay true as they refuse to be swayed, binds. there are many who are big winners in this generation for being able to capitalize on this trend in a way that resonates with the work crowd. but there is just as many losers for attempting to go well that are believing it, their message is construed as fake or tone deaf and as a result cheapens the overall brand. so is it better for brand suggest steven, shut up and sell, which is not even, well, unfortunately, people are demanding that brands and businesses take aside. and if they do not, they simply vote with their dollars to support a different their own. in a world that screening for inclusivity and togetherness,

it seems that we are more and more divided and opinionated as ever. thanks for watching and we'll see you right back here next time on the cost of everything. the november 22nd 2022 outraged orthodox christians confronted ukrainian security service offices, locking entrances and exits the keys, oldest monasteries, and spies among the monks. we mean zillow seeming us and it goes away from the reason for the brutal crack down one child the wrong being reason enough to condemn any old adults christian attack,

imprison rush, or what i mean. i shut my answer because how many miles store flight in total of 2 you stop, you know, it's december loose and you've all i used to miss dawn. this is you need to just saw the russian say is western on the center k as make the way into if bronze is nice. so it states continue to flow. due crane with west of china introduce as measures restricting the export of rad of metals necessary for chip production. us treasury secretary john it to yell and touches down in washington and the peoples with public bobbies.