QUIZ #4

4) Justin Dallaire. “Why Pride sponsors shouldn’t hit pause during Black Lives Matter protests.” strategy. June 9, 2020. https://strategyonline.ca/2020/06/09/why-pride-sponsors-shouldnt-hit-pause-during-black-lives-matter-protests/

The article was questioning brands supporting pride and the black lives matter movement.The main question and controversy was: do brands really support the movements that they say they  support? or are they just doing it to sell products?, are they genuine?, or is it just a trend to them?  For example one if the brands mentioned was Bud Light. It stated Bud Light in the U.S. has been involved with the LGBTQ+ community for many years. In Canada, Bud Light has been a partner of Toronto Pride for the past six years. But it also pointed out Bud Light’s relationship with Rainbow Railroad is less established in Canadians and because of that LBGTQ+ people question why the brand’s donations were being based on product purchases and not just donated. Another brand that was mentioned was Ben and Jerry's. The article  stated that Ben & Jerry’s called for the need to “dismantle white supremacy" and that the brand received little noticeable backlash over its strong stance because it has a long history of speaking out on human rights issues. I agree with this article: brands showing support can mean opening themselves up to criticism over past transgressions, empty promises and immovable corporate policies and practices, so brands should be aware of that.

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