Nike's advertisement featuring Colin Kaepernick sparked a social media firestorm in 2018. Kaepernick, a former San Francisco 49ers quarterback, first made headlines in 2016 when he protested against police brutality by kneeling during the American national anthem.
Brands can play a significant role in helping this happen by uniting people and organizations around social issues through marketing campaigns.
While outrage from opposed groups can benefit brands, it's possible that deliberately courting such controversy may also negatively impact society. One concern that has been raised is that this kind of marketing canPolarization has the potential to lead to the rise of parallel economies: one for conservatives and another for liberals. The growing trend of companies positioning themselves as"anti-woke" in the United States is an example of this unfolding.
However, more research is still needed to fully grasp the positive and negative effects of these marketing activities on society. To gain a better understanding of this topic, for example, it would be valuable to study how consumer backlash impacts other entities like company employees, policymakers and investors.
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