Today's Marketing Transformation
More than seventy years after the end of World War II, humanity is facing another period of conflict, in which advertising, marketing and the media continue to play powerful and decisive roles.
In the conflict between Russia and Ukraine, for example, the media and advertising have guided opinions, often manipulating information using sentiment and concern.
Given this, many marketers around the world have joined the request that brands only get involved with a purpose. Actions are sought, not publicity or notices, they have said.
The example of Airbnb, which publicized the offer of 100,000 spaces for refugees in Poland, has also been highlighted.
Another example is Tesla’s owner, Elon Musk, who shared the internet for free in the conflict zone so that those affected can maintain communication.
The commitment of many brands, some local and others more recognized, in the hardest times of the Covid 19 pandemic has even been mentioned. For example, the hotel sector in Madrid, in Spain, offered its free facilities for the doctors who worked on the red line.
Nike also appealed to citizen responsibility to comply with sanitary measures and Mercado Libre changed its logo in a call for social distancing.