25 Aug Many businesses have now crafted responses to the #MeToo movement. Research the issue and discuss how companies are communicating their positions to customers. What online or social media platforms are they using? Are they communicating the message clearly and effectively?
Online, Mobile, and Social Media Marketing #MeToo
Recent times have seen the rise of the #MeToo movement, focused on creating awareness and change relating to sexual harassment, assault, and violence in the workplace. At first, the movement centered on female Hollywood celebrities, such as Rose McGowan and Alyssa Milano, who alleged misconduct by producer Harvey Weinstein. However, once the silence was broken in Hollywood, many women around the world began using the #MeToo hashtag on Twitter and Facebook, pointing to their own experiences with workplace harassment or misconduct. The #MeToo wave rocked the world, ending the careers of several high-profile men, ranging from former news anchor Matt Lauer and celebrity chef Mario Batali to hip-hop mogul Russell Simmons and U.S. Senator Al Franken.
The #MeToo movement emboldened many women to step forward and speak out about toxic workplace environments and company cultures in high-profile companies. For example, after supermodel Kate Upton came forward alleging sexual harassment by Guess designer and co-founder Paul Marciano, Guess shares dropped 18 percent—more than $250 million in market value in one day. Many companies are reacting or taking proactive steps in response to the #MeToo movement. For example, after allegations surfaced regarding a toxic “bro culture” at ride-sharing service Uber, founder Travis Kalanick stepped down as CEO and the company fired many top-level executives. Newly hired CEO Dara Khosrowshahi took to LinkedIn to post Uber’s new cultural norms.
Questions
1. Many businesses have now crafted responses to the #MeToo movement. Research the issue and discuss how companies are communicating their positions to customers. What online or social media platforms are they using? Are they communicating the message clearly and effectively?
2. Is the #MeToo movement a marketing issue? How are customers likely to react to allegations of workplace harassment? How should companies deal with the issue, whether reactively or proactively?
II Marketing Ethics Echo Dot Kids Edition
Amazon recently introduced its Echo Dot Kids Edition, which the company markets as a sturdy, safe, kid-friendly, transaction-free smart speaker with voice-activated virtual assistant Alexa. Designed for kids, the device has parental controls that can limit activities and content that parents do not want children to access. However, the Boston-based Campaign for Commercial-Free Childhood (CCFC), which advocates against child-targeted marketing, is concerned that parents may rely on the Echo Dot Kids Edition for convenience or assistance and not realize that it is a marketing device.
For example, if a child tells Alexa he or she is bored, the Echo Dot will offer a game or activity, which could be from one of Amazon’s brand partners. This raises concerns to the extent that children cannot differentiate advertising messages from non-advertising messages. The Echo Dot Kids also gathers information from children that it uses to make personalized recommendations, which could influence purchase behavior. The CCFC likened the data collection process to surveillance. Further, a recent study from MIT’s Media Lab reported that 74 percent of children studied thought of Alexa as a person who always tells the truth. Although parents might benefit from this effect when they use the Echo to tell children to sleep or to do a chore, the CCFC suggests there is reason for parental concern.
Questions
1.Debate the pros and cons of purchasing the Echo Dot Kids Edition for a child.
2. Some of the prospective users of the Echo Dot Kids Edition are part of the emerging Generation Alpha group, who have been identified as a gateway to their parents. How might this influence parents’ responses to the Echo Dot Kids Edition?
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