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CHRISTMAS C4 maltatoday | SUNDAY • 9 DECEMBER 2018 A Christmas advertisement for the UK supermarket chain Iceland, which tells the story of a young girl who tries to help a baby orangutan whose home has been destroyed to create palm oil, will not be broadcast on television. The short animation, voiced by actress Emma Thompson, highlights the dev- astating impact that deforestation for palm oil plantations has on orangu- tans. But because the film was originally made by Greenpeace, Clearcast – the body responsible for clearing ads on behalf of the UK's major broadcast- ers – decided that it breaches rules against political advertising. Richard Walker, the son of the supermarket chain's founder, who had led a move towards environmental campaigning admitted: "We always knew there was a risk [the clip would not be cleared for TV] but we gave it our best shot." Yet from a marketing point of view, taking this risk makes perfect sense as it's effectively a win–win. If the ad- vert had been permitted to air on tel- evision, the company would have got the airing it wanted. But since it has been barred, Iceland tweeted to ask if the public will help share the advert – and people are doing just that. This all amounts to a lot of free publicity. Following their footsteps Throughout 2018, a number of brands have been embracing causes. In a recent Nike advert featuring for- mer National Football League (NFL) star, Colin Kaepernick, the sports- wear company featured called on consumers to "believe in something, even if it means sacrificing every- thing". Nike initially saw a decrease in share prices, while the media debated the brand's decision to reference to Kaepernick's silent protest against police shootings of unarmed African Americans, and its capacity to effec- tively fight for social justice. But con- sumers seemed to view the campaign favourably – analysts reported a sales increase of more than 31% during the Labour Day weekend, up from a 17% increase the previous year. Taking a stand is important, as mar- ket surveys have recently revealed that consumers are more likely to purchase products and brands that back causes their consumers believe in. Over the past decade there has been a shift, as many more people are prepared to engage with campaigns that represent a belief in a just world, such as the the #MeToo movement against sexual harassment. Companies have been quick to pick up on the wider public's interest in social justice, and have subsequently engaged with a diverse range of is- sues in their marketing and busi- ness practices, including equality for women, the impact of single-use plastics on the world's oceans and LGBTIQ rights. If it is close to consumers' hearts, it tends to be of keen interest to brands looking to entice people to purchase their products and services. For brands to survive and thrive, it is es- sential to follow consumer trends – and the current trend is to show that you care. Over the years, the inter- ests of the consumers have been wide ranging: in response, some corporate marketing has shifted its focus from individuals and physical appearance, toward groups and their desires to change the world. Caring or co-opting? The simplest way to ensure a strong clear association between a brand (in this case Iceland) and the cause it is hoping to be associated with is by repeatedly pairing the two together. This is usually done through adver- tising – but the fact that many main- stream media outlets are now draw- ing attention to the ban ensures that this pairing will happen without the help of a prime-time television slot. From the consumer's perspective there will now be a clear association between the supermarket chain and the fight to protect endangered spe- cies and the environment. This is not the first time Iceland has set out to tackle environmental issues – earlier in the year, the supermarket pledged to remove plastic packaging from its own-brand products by 2023. But the Christmas ad is one of its most suc- cessful attempts at capturing interest from a wider audience. A cynical person might say that Ice- land is simply trying to increase its sales. But if the outcome is good – in this case, generating environmen- tal awareness around the impacts of deforestation – consumers may not care. Just imagine how much good could be done if all big brands and manufacturers would jump on the justice bandwagon – at least until consumer trends change again. Cathrine Jansson-Boyd is Reader in Consumer Psychology, Anglia Ruskin University Iceland Christmas ad: barred, but 2018 will go down as the year of 'corporate caring' Cathrine Jansson-Boyd A new fragrance for men, Coach Platinum is a warm, sensual scent inspired by the spirit of the open road. It opens with fresh notes of black pepper oil, pineapple and juniper berries, giving way to distinctive blend of masculine, floral clary sage and gerani- um with a rich base of refined patchouli, sandalwood and leathery vanilla. Coach fragrances are exclu- sively distributed by Chemimart Tel: 21492212 New fragrance inspired by the spirit of the open road