Consumer Response to Global Movement Black Lives Matter
Lehtinen, Saksith (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121025108
https://urn.fi/URN:NBN:fi:amk-2021121025108
Tiivistelmä
During the summer of 2020 the Black Lives Matter (BLM) movement gained significant traction within the American corporate sphere with small and large companies rushing to put out statement in support of BLM. The aim of this research is to provide insight into Finnish consumer response, regarding CSR (Corporate Social Responsibility) communications by Finnish companies regarding BLM. More specifically, the sudden increase in the casting of black models in advertising by Finnish companies – and how this may be linked to the influence of the BLM movement. The focus group of the research was Finnish consumer over the age of 18 years.
The theoretical framework was established around themes of brand activism, CSR and Finnish society’s relationship with race. Subtopics include brand activism and Diversity, Equity & Inclusion (DE&I). Desktop research was conducted using quality sources: books, journals, other written sources, and electronic publications.
The research was conducted using quantitative methods in the form of an online questionnaire, which received 57 replies. Snowball sampling was used, and the online survey was distributed via social media. The small sample size as well as the lack of diversity in respondents hindered the research process. No observations from the results were possible to apply to the larger population.
Results indicated that white respondents were highly skeptical of CSR messaging by Finnish companies regarding BLM. Furthermore, respondents agreed that companies had a part to play in supporting the BLM movement, however, CSR communications concerning this was thought to be ingenuine. Moreover, respondents reported favouring ads that feature ethnic diversity over ads that do not. However, no link was found between the use of black models and the companies supporting the BLM movement.
The theoretical framework was established around themes of brand activism, CSR and Finnish society’s relationship with race. Subtopics include brand activism and Diversity, Equity & Inclusion (DE&I). Desktop research was conducted using quality sources: books, journals, other written sources, and electronic publications.
The research was conducted using quantitative methods in the form of an online questionnaire, which received 57 replies. Snowball sampling was used, and the online survey was distributed via social media. The small sample size as well as the lack of diversity in respondents hindered the research process. No observations from the results were possible to apply to the larger population.
Results indicated that white respondents were highly skeptical of CSR messaging by Finnish companies regarding BLM. Furthermore, respondents agreed that companies had a part to play in supporting the BLM movement, however, CSR communications concerning this was thought to be ingenuine. Moreover, respondents reported favouring ads that feature ethnic diversity over ads that do not. However, no link was found between the use of black models and the companies supporting the BLM movement.