The reason I chose this company is that I always hear about them in the news and I care about animals' rights too. The companies value proposition is as stated: “dedicated to establishing and protecting the rights of all animals... operates under the simple principle that animals are not ours to eat, wear, experiment on or use for entertainment.” This is what I stand for as well but I do not make it my mission, unlike them to make people feel bad about their dietary choices since it does not affect me in any way.
As I mentioned above, they have been receiving backlash for the video they posted. The video is meant to show that all lives matter, but due to political correctness, this is a very bad concept for a video. One of the main takeaways that people got from the video is the kneeling all the animals and insects do since this was a very powerful moment with Colin Kaepernick and the Black Lives Matter movement. Although some people didn't think it was a big deal since the main point was that species lives matter so people shouldn't be mad since they shouldn't eat animals, yet they do. When looking at both sides I find it very ignorant that they took such an important moment in a very powerful movement and made about something other than human rights. I will always agree that animals need to be cared for and not used for a lot of things humans tend to use them for but why take that power away from the people. I remember how iconic the kneeling was that it not only affected the African-American culture but others as well. People have always made jokes about it and this only helps them lessen the seriousness, due to the ignorant moves PETA made.
PETA has a way of always getting away with some awful and insensitive things they post. They almost never answer the consumers and move on like nothing happened, and they did nothing wrong. As to this current issue they haven't really answered any of the consumers who have bad things to say about it, they just reply with a simple tweet which is a link that talks about how to end speciesism. Although I would have preferred for them to respond with a more serious response, the response is more efficient since they just give a simple one where they can read some “facts”. This is good and bad for the company, its good in the way that they don't actually have to fight many battles. Bad because no one is going to support someone as ignorant as PETA if they don't address the wrong they have made. If I was the brand manager I would have responded with an apology, this being because I want people to help me advocate animal rights. I would take to twitter, after taking down the advertisement, and show that I genuinely want to give an apology. I would then ask if there were any ways that I could show this similar message but more appropriately, even if I didn't take anyone's suggestions. At times being heard is better than being ignored, and I understand that.
What I learned from this assignment was that many brands have different ways to advertise their movements, and even when some seem wrong they might be the most effective. This company I chose says and does some terrible things but this only pushes loyal supporters to help them even more. I learned that marketing is important and there are many ways to do, even more than what we have learned.
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