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When Gillette Called Out Toxic Behaviour, Society Wasn't Ready
Brand and Butter
What role should brands play in addressing harmful narratives? In this case toxic masculinity and intimate partner violence. This question sits at the heart of this episode examining the intersection of brand responsibility and social change.
Recent world-first Australian research revealed that approximately 120,000 Australian men report using intimate partner violence annually. This data validates what Gillette, in their controversial 2019 advertisement, attempted to address years ago. The backlash against Gillette's campaign highlights our collective discomfort with confronting deeply embedded social narratives around masculinity.
This episode challenges marketers to consider their responsibility in cultural storytelling. Are we perpetuating harmful stereotypes or helping reshape narratives that benefit everyone? How might your brand contribute to positive change while staying authentic to your values? The answer might determine not just your relationship with consumers, but your place in shaping a healthier society.
See the Gillette ad here.
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