There was a lot of hoopla in 2018 due to ads major corporations released, such as Nike’s ad featuring Colin Kaepernick and Pepsi’s ad featuring Kendall Jenner.
Sure, Nike’s Colin Kaepernick ad was controversial and appeared as if Nike was taking a side. However, how much of this stance is simply a marketing strategy versus Nike actually taking a side remains to be seen. Pepsi’s Kendall Jenner ad, on the other hand, came across as disingenuous and an obvious marketing attempt poorly executed.
Does Nike actually care about the social issues Kaepernick was trying to highlight? Or was it simply one of the largest market opportunities out there? Nike surely weighed a lot of variables: many in the millennial generation--the largest group of Americans--consider social responsibility when choosing where they shop and work. Indeed, social responsibility can boost sales and help with employee recruitment.
While large corporations choose their way forward, what are small businesses doing? Some more obvious ways include being a social enterprise or a certified B corp. But there are other ways your business can be socially responsible. For example, you can contribute a portion of revenue to and/or volunteer for causes you support.