Are brands going too far in their efforts to appease pressure groups?

Several executives shared their views on whether brands are going too far in their efforts to appease pressure groups. Michelle Clothier, co-founder and joint managing director, Livity, said in the case of the recent Asda/Mumsnet 'premature sexualisation of children' story, Asda should be...

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Bibliographic Details
Published in:Marketing (London) 2010-04, p.26
Main Authors: Clothier, Michelle, Leigh, Adam, Conner, Matt, Nebel, Andrew
Format: Magazinearticle
Language:English
Subjects:
Brand names
Children & youth
Consumer relations
Marketing
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Summary:Several executives shared their views on whether brands are going too far in their efforts to appease pressure groups. Michelle Clothier, co-founder and joint managing director, Livity, said in the case of the recent Asda/Mumsnet 'premature sexualisation of children' story, Asda should be applauded for consulting on the suitability of its products with such a relevant and sizeable consumer group. Adam Leigh, CEO, The Communications Agency, said Asda's decision to give Mumsnet users a say in its new clothing range may be seen by some as appeasing pressure groups. However, it is indicative of a changing public sensibility; one no doubt triggered by the global financial meltdown, but that will continue to have profound effects for brands and consumers.
ISSN:0025-3650