With the same-sex marriage law officially passed (and one of our wonderful staff members newly wed!) there’s no better time to talk about the companies we like to call Yes! brands.
Pro-social brands are the natural step for companies seeking to engage with consumers on a moral level. Moving beyond claims of sustainability into strong stances on relevant social issues, the pro-social trend increases the demand for ethical behaviour – changing the way organisations and people engage with these ethics.
But to be believed, brands have to be genuine in their support. Having a positioning isn’t enough these days; you have to take a real position.
Fronted by ABT ballerina Misty Copeland – a barrier-shattering role model for many young dancers – the brand pivots from its usual focus on men’s athletic apparel to showcase strong, sporty women. Additional brand ambassadors include Olympic gold medallist Lindsey Vonn, soccer player Kelley O’Hara, tennis star Sloane Stephens, and supermodel Gisele Bündchen.
Lush’s entrenched company policy rejects ‘any raw materials from any company, that test anything on any animals, for any purpose’. Judiciously vetting potential suppliers, the global beauty franchise examines corporate structure, commission and conduct to identify past and present links with animal testing – be they in cosmetics, food, pharmaceuticals, or any other industry.
Recognising the media’s tendency to overlook animal testing, Lush has taken it upon itself to keep this issue in the public spectrum. The corporation’s prolific, live, public demonstration in 2012 was instrumental in the successful ban of selling and marketing all animal tested products in the European Union. Commissioning a performance artist to ‘experience’ the horrific treatment of animals, the protest proved eye opening to many London residents, who signed Lush’s ‘cosmetics testing directive position’ without hesitation.
Though animal testing continues to occur throughout the world, Lush persists in opposing such methods; through a strict company practice, proven non-animal testing methods (three-dimensional human skin models, for example) and the Lush prize – a £250,000 fund dedicated to alternative testing projects in science, training, lobbying, public awareness and research.