A BRAND MAKING PROGRESS BUT STILL GETTING ATTACKED?
Looking at the bigger picture. this isn’t the first time M&S has taken to releasing a special sandwich. In 2018 M&S released a Rainbow Sandwich, which also got attacked by the LGBT community but for a different reason.
In 2018 there was no affiliated LGBTQ charity. M&S had made the effort to try to to raise awareness of LGBTQ issues, but failed to hit the mark. When questioned, they did make a statement that in 2018 they were donating to several pride organisations.
“In 2018 we are making a £10,000 donation split across the 5 Pride organisations that we are marching at this year: Edinburgh, London, Belfast, Chester & Manchester.”
It is worth noting that these would be parade submission fees rather than a donation as such and has little benefit on the LGBT community.
So you can see that M&S looked at the 2018 branding and the feedback and they adjusted it for 2019. They also included their LGBT network members so this LGBT sandwich was approved by a large number of LGBTQ people who work for M&S!!
You have to ask yourself, are we attacking the right brands? Are we so used to having to fight for our rights, and being taken advantage of that we are not taking a step back before launching our campaign?!
WHY WE NEED TO BE CAREFUL ABOUT HOW WE COMPLAIN ABOUT PINKWASHING
Why is this approach of attacking a brand or business online a problem?
For starters, they may not be getting it right, but at least they are trying, and the LGBTQ community is benefiting…
Also if we really kick up a stink and the publicity turns negative, we as the LGBT community, and the LGBTQ charity will lose out from the financial support of a large UK organisation who was willing to give financial and visible support to us…
If a brand is not supporting, then it deserves to be called out – but if they are, shouldn’t we have a little compassion?
Explanation: