Yes, the courts can promote social change. The main tool they have to do this is by making rulings on cases that set precedents which result in policy changes or new laws being passed. Through important decisions, the courts are able to affect how people think and act, giving them a powerful role in setting the direction of society. However, the power of the court is limited because it is ultimately up to other branches of government to enact legislation or policies that reflect whatever decision was made by the court.
The movement is against sexual harassment and sexual assault. Going virally in October 2017 as a hashtag on social media Twitter by American actress Alyssa Milano. It was to demonstrate the widespread prevalence of sexual assault and harassment, especially in the workplace. Milano encourages others to tweet about their experiences to show the magnitude of the problem. There was a massive response form high-profile celebrates and A-listers, among others soon followed. Gilette supporting the trend is an excellent digital marketing strategy, as, studies have shown consumers reward brands that have a positive and selfless purpose. Sixty-four percent of people in the 2018 admitted to boycotting based on the company’s stance on social or political issues said in a study by Edelman US. It also stated that around 60% think it is vital for brands to take public stands on social and political issues.
4.The Contradiction
There was significant controversy after its launch, some for and some oppose the message of the add. Sydney Morning Herald said: “If the purpose of advertising is to get people to talk about your product, Gillette has nailed it with their latest campaign for men’s razors…However, in the context of the culture, we live in, and the reality that advertising forms a hugely important part of it. Ads like this can inspire some small amount of change.”. But a small proportion had been offended and had sparked an avalanche of ‘not-all-men’ platitudes. Critics like Piers Morgan slammed the ad for “driving a war against masculinity. “. They argue that they are given portraying all men as sexually harassing people. According to You Gov Brandindex, Gillette’s score has fallen from 5.8 to 3.4. showing more people hear negative thing about the brand. Despite the controversy, the company’s sales following the ad’s remained largely unchanged, revealed Jon Moeller, chief financial officer at Procter and Gamble (P&G). However, Gillette has at lost at least 30% of its market share and that people are talking about the brand, which was the aim they wanted, to create a conversation “more meaningfully with younger consumer groups” and it was successfully achieved, but there was no change in their profits or sales and the majority were negative comments damaging the brands image.
5.Future Recommendations
Recommendations for future marketing campaigns are designed to react to the response of the public towards the recent ad and companies current position. To attempt to up the company’s sales and profits as well as having a successful campaign that builds the brands positioning, a fundamental part of marketing. Gillette was able to have a semi-positive perception of their brand from the last campaign. However, it did not affect the sales, and negative words were being frequently spoken off the company. A new campaign that will retain a positive message by filling people with hope of change rather than evoking shame.
