on We are thrilled to share the Final Project that won the ‘best project’ award this year. Congrats to Meg Krugel for her work in creating more perfect Unions.
[embeddoc url=”https://blogs.uoregon.edu/mabr/files/2021/06/FinalProject_LaborMovement_Krugel.pdf” download=”all” viewer=”google”]
on Cole Rothman looks at how the health and beauty industry can start to address the problem of Ocean plastics. Cole’s passion about this topic got many of us to switch to shampoo bars! Thanks Cole!White Paper final
on Meg Krugel says yes, brands should be pro-union. Her white paper explains why.
[embeddoc url=”https://blogs.uoregon.edu/mabr/files/2021/06/WhitePaper_Krugel_Spring2021.pdf” download=”all” viewer=”google”]
on Can a responsible brand thrive on Tiktok? What exactly is TikTok, anyway? MABR student Payton Coon investigates the TikTok phenomenon today.
[embeddoc url=”https://blogs.uoregon.edu/mabr/files/2021/06/Whitepaper-Final-1.pdf” download=”all” viewer=”google”]
on Today’s white paper is by MABR student Hannah Reinhardt and focuses on how responsible brands can fight societal taboos to bring important issues into the spotlight. Hannah shares stories of brands bringing topics such as feminine hygiene, depression, and people with disabilities into the public discourse.[embeddoc url=”https://blogs.uoregon.edu/mabr/files/2021/06/Stigma-Fighters_-White-Paper-.doc” download=”all” viewer=”microsoft”]
on Today’s post is from Haley Cruse.
Brand activism has been centered around Donald Trump and his administration throughout his entire presidency. Brand activism became political because taking a stand against any prominent issues meant taking a stand against Trump. Some brands might view the election of Joe Biden as a huge sigh of relief. They shouldn’t. It is not the time for brands to go back to the way things were. It is time for brands to reflect on their core values and purpose and to keep their promises by pushing to make these values a reality. Corporations need to do their part by holding the new administration accountable and by mobilizing their customers to do the same.
With Trump no longer in charge, it will be easier for companies to stand FOR something rather than stand AGAINST something. As was shown in the Black Lives Matter movement, merely standing for something is a nice gesture, but is not enough. Brands need to express their values through meaningful action. In order to do this authentically, it is important for brands to pick a lane of activism that is aligned with their values and purpose. Blanket statements mean nothing and are not accepted by the next generation of consumers. Brands need to prove their values by standing alongside marginalized communities in the fight for equality and by implementing sustainable practices for our planet.
Nike, for example, stood alongside Colin Kaepernick in the fight against police brutality that took the forefront during Trump’s presidency. Now that a new administration is preparing to enter office, Nike needs to fund activists that are working toward police reform and encourage their consumers to act on behalf of that goal. Other brands that changed their hiring practices to be more inclusive need to hold the Biden administration accountable in their pursuit to make the country a more welcoming place to everyone.
Brand responsibility has never been more important than it is now. The next generation of consumers seek service from companies that are involved and dedicated to helping their customers. Activism that is purpose-driven and reflective of core values is key to business success.
on Today’s thoughts are from Sidney Hur.
This global pandemic has impacted our lives in ways we would have never imagined. From school and work to health and wellness, everything has taken the back burner. Something that I have always made a priority before the pandemic hit was my mental health and overall wellbeing. I believe it is so crucial to human growth to take time out to take care of our mind and body in efforts to be more kind to ourselves.
With the global economic shut down that happened earlier in the pandemic, access to gyms and workout studios have disappeared right before our eyes and left many of us scrambling with what to do. As someone who takes health and wellness very serious, I too was having troubles with adapting to this new reality. Channeling the same level of energy, excitement, and motivation I had for workout classes and gym sessions indoors into home workouts was always a challenge for me pre-pandemic so I knew this was going to be a challenge to overcome.
With this new reality, many health and wellness brands were quick to express genuine empathy and concern to customers. The Nike Training Club app has been my particular favorite and their response to this pandemic has shown me a great sense of brand responsibility. The app has offered all premium workouts and programs for free. Not only are the workouts free, but within the Nike Training Club (NTC) app there lies a whole network. From recipes, to blog posts, to well-designed podcasts, Nike has done an incredible job in providing consumers with a community we had lost due to the pandemic.
The design of the app is designed to help anyone reach their fitness goals and stay accountable. The app essentially walks you through your wellness journey right at your fingertips. As someone who had personally gone through 8 full programs, I can whole heartedly say that I appreciate brands like Nike who eliminate this cost barrier during the pandemic for folks to achieve their highest self at home.
I should also note that not only has Nike created an ease in accessibility to workouts and wellness, but many small workout chains/studios have also utilized media platforms to stream home workouts. My usual spin and yoga studio had quickly learned the ropes of zoom and began hosting at home sessions with the option to rent spin bikes for your home.
It is incredible to see how folks are adjusting to this new norm. I think many companies have demonstrated courage and empathy during these trying times. As challenging as this time is, it is the relationships that are built between communities and brands that take optimism onto a whole new leve
on Today we feature two MABR students’ opinions on marketing during and after a pandemic. In this piece, Julia Gesink shares her thoughts on Bagging COVID: Restaurant’s Responsibility in the Pandemic and the Fight Against Plastic Pollution”
Before COVID-19 rocked the restaurant industry in early March, it seemed progress being made when it came to sustainable efforts within restaurants. Perhaps you noticed your favorite restaurant making the simple switch from plastic to-go materials, or the banning of plastic straws. Maybe you even noticed restaurants implement food waste composting. Regardless, it was proactive and important. These sustainability efforts shouldn’t be pushed to the side during this pandemic.
As we all know, when COVID-19 hit, many restaurants were forced to close abruptly for several months. When restaurants began re-opening in late May, sustainable practices recently put in place, were decimated. Fearful of spreading the virus through reusable glassware, plates, and silverware, restaurants provided single-use plastic for dine-in customers and take-out orders.
It’s no secret that plastic pollution is detrimental to the environment, but in April 2020, research also found that “the virus remains viable 3x longer on plastic than any other tested surface,” (The New England Journal of Medicine).
I currently work as a server at a popular Eugene restaurant, and for the first few weeks of the pandemic, corporate believed that using disposable cups were the safest alternative for customers. In addition to this afront on sustainability, most dine-in customers demanded plastic to-go silverware because they didn’t believe our dishes and reusable flatware were safe. For months, I cringed as I served these plastic ramicans, disposable cups, and silverware. All the while, asking myself, “is this pandemic a free pass on sustainability efforts and the ongoing climate crisis?”
According to The Economist, “The International Solid Waste Association estimates consumption of single-use plastic may have grown 250% to 300% in America since the coronavirus pandemic began.”
Although handling the pandemic is at the forefront of every business right now, it’s crucial that the restaurant industry recognizes its role within the climate crisis, and it takes new approaches in order to lower that 300% increase in plastic pollution.
During this pandemic especially, restaurants should immediately stop the use of single-use plastics for dine in, and disposable utensils and sauce packets should only be available upon request for to-go orders. Although restaurants were already cleaning dishes extensively in pre-pandemic times, new sanitization procedures approved by the CDC could be adopted in order to further gain trust with customers when it comes to reusable utensils and glassware. If financially possible, restaurants could also invest in more eco-friendly dishwashers and appliances, especially if during the pandemic things are being cleaned several times before use.
It’s imperative that restaurants find the balance of following protocols and precautions in regard to COVID in order to keep everyone safe, and that they explore solutions against single-use plastics throughout this global pandemic and beyond. The planet simply cannot afford another disastrous year of plastic pollution and extreme waste.
Links:https://www.plasticpollutioncoalition.org
https://www.economist.com/international/2020/06/22/covid-19-has-led-to-a-pandemic-of-plastic-pollution
https://www.nejm.org/doi/full/10.1056/NEJMc2004973
on Today we feature two MABR students’ opinions on marketing during and after a pandemic.
First off, Megan Danielson discusses “How The Travel Industry is Reacting to the Pandemic”
The travel industry is one that has been greatly affected by the pandemic. Arguably, travel and hospitality have been the most hit industries, being that travel is strongly discouraged, and in many places, has been banned. The global travel restrictions and advisories are in place as COVID cases rise throughout the world and the pandemic continues to create uncertainty for brands and individuals alike. Events all around the world have been cancelled, and travel in general is highly ill advised as the pandemic persists. Brands have had to adjust their operation and staff and are having to shift their marketing and messaging strategies to keep people safe.
Many tourism brands are going against their usual promotional activities as officials are encouraging people to isolate. This could look like tourism industries actively telling travelers to stay where they are, rather than plan a trip. All brands and businesses have had to make shifts in order to be proactive in their responses to COVID. It is important for consumers to feel like brands are being responsible, and in a world crisis of this extent, are taking the proper steps to keep them safe. For travel industries, this could look like instilling hope and giving consumers reassurance that things will eventually return to normal, but if they have to travel or stay overnight now, that they are taking the precautions necessary to keep them safe.
Travel brands that have continued running have had to implement serious plans and information to show how they and their customers can be responsible during the pandemic. Airbnb, for instance, has created elevated standards for every stay, and even offers online experiences for customers to replace gathering in groups and in-person experiences. Other brands are sharing how they are supporting relief efforts for COVID-19, from raising money to shipping supplies to support medical staff. Omni Hotels have created an #OmniAtHome campaign and where they are encouraging people to replicate the hotel experience through inspiring content that they provide “so that you can treat yourself to a luxurious vacation at home”.
This pandemic is proving to be one of the most impactful shocks to the tourism system that has been seen, and these brands throughout the tourism ecosystem must now have the readiness to meet demand and shifts in travel behavior, as well as be prepared for the impacts this crisis has had on customer’s confidence in brands. There is so much uncertainty for what the future holds. Brands that are pivoting their marketing to instill hope and focus on the positive are doing what they can to stay relevant during these times. Using their influence creatively during troubled times to inspire and engage their customers will lead to them seeing bigger returns when things finally go back to normal.
Read more: https://econsultancy.com/how-travel-tourism-brands-reacting-coronavirus-social-media/
https://read.oecd-ilibrary.org/view/?ref=137_137392-qsvjt75vnh&title=Rebuilding-tourism-for-the-future-COVID-19-policy-response-and-recovery
https://www.airbnb.com/d/covidsafety
on Britnee Speice-Will shared this about the Netflix series.
I highly, highly, HIGHLY recommend watching “Lenox Hill” on Netflix. It tells the story of doctors and nurses, showing their lives inside and outside of the hospital.
In my Brand Responsibility class, we discussed a GE Campaign, #BalanceTheEquation, in which they propose the question, “What if female scientists were celebrities?” This idea was super interesting to me and has stuck with me throughout these last few weeks. Why don’t we, as a society, show our appreciation for scientists, doctors, teachers, etc. the same way, if not MORE, than we do celebrities?
I believe the documentary series, “Lenox Hill,” does a great job putting the spotlight on people who spend their careers dedicated to caring for people and saving lives. I hope there are more documentaries that are created like this and that you take the time to watch the short, 9 episode documentary! The majority of the season is focused on pre-pandemic, with the last episode covering when the outbreak begins. VERY interesting and I’m happy I took the time to watch this.