Purpose continues to become a prominent way forward for brands—and especially true during the pandemic, when any campaign that didn’t address its difficulties ran the risk of coming off as callous, out of touch or even malicious.
The trend toward purpose-led advertising didn’t start with the pandemic, of course. Some brands have been leaders in this space for decades. In the sports world, women’s leagues have consistently been at the forefront of pushing for social change compared to their male counterparts.
Before the NBA took a significant step in placing messages for social justice on the court and jerseys in the summer of 2020, the WNBA’s Maya Moore had been sitting out to fight for criminal justice reform. U.S. soccer star Megan Rapinoe has spoken out about racism, gender discrimination and LGBTQ issues regularly over her career. In Los Angeles, the women’s soccer team Angel City Football Club (ACFC) is taking that focus on social justice a step further with the Angel City Sponsorship Model.
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