For brands, the holidays prompt calls for inclusivity

The 2016 presidential election has proven to be divisive, but many brand managers are attempting to bridge the chasm in their marketing and PR efforts.

Delta endeared consumers—and pacified critics—when it banned a passenger for shouting belligerent political statements on a flight.

The New York Times reported:

Delta Air Lines has barred a disruptive passenger who shouted pro-Donald Trump and anti-Hillary Clinton remarks at fellow passengers on a flight from Atlanta to Allentown, Pa., last week, the airline’s chief executive said on Monday.

The chief executive, Edward H. Bastian, said in a memo published on Delta’s website that other travelers on the flight Nov. 22 would receive refunds for their tickets.

The decision came as many travelers lashed back after Delta’s crew allowed the passenger to remain on the flight.

Bastain praised Delta’s employees for their actions and admitted to the airline’s mistake, writing that Delta’s values include “treat[ing] one another with dignity and respect”:

Part of being a reliable travel partner and a servant leader is acknowledging our mistakes so we can learn from them and respond more effectively in the future. Delta has apologized to the customers onboard that flight. We are also refunding those customers the cost of their tickets.

I also want to make sure all of you know we have your backs. The heightened tension in our society means that now more than ever we must require civility on our planes and in our facilities. We must stay true to Delta’s core values and treat one another with dignity and respect. We also must remain committed more than ever to the safety of our customers and our crew members. We will not tolerate anything less.

Apple, Amazon and Zales call people to come together

Other brand managers have made statements of inclusivity through seasonal ad spots. Here’s Apple’s holiday commercial:

The commercial is a message of togetherness, Techcrunch’s Romain Dillet wrote:

If the message isn’t clear enough, Apple also wrote “Open your heart to everyone” at the end of the spot. While the holidays are a good opportunity to spend time with your families and friends, the company is saying that you should look beyond that.

The divisions that led to the presidential election are probably one of the driving factors behind this ad too. We all share the same fears, the same smartphones and the same hesitation. So let’s be nice to one another.

“We never pegged Frankenstein as someone who celebrates Christmas, but thanks to Apple's heartwarming Christmas commercial we wouldn't have it any other way,” Good Housekeeping’s Ryan Adelson wrote.

Apple wasn’t the only marketing team urging viewers to come together.

Forbes reported:

Apple’s ad comes on the heels of a similar commercial released last week by Amazon. In that ad, an imam and priest come together over tea, share a hug, and show a genuine care for each other. It’s widely been viewed as a response to the anti-Muslim speech that characterized part of the 2016 Presidential campaign.

After the ad’s release, Amazon AMZN-1.79% CEO Jeff Bezos said last week that he was “proud” of his team for creating a powerful ad.

Amazon’s message is decidedly more overt than Apple’s:

Zales Jewelers’ marketers also embraced inclusivity with a nod to same-sex marriages in its recent holiday ad:

Though Frankenstein’s monster, priests and imams proved to tug on consumers’ heartstrings, Zales’ use of a lesbian couple brought its social media and marketing teams controversy.

Adweek reported:

On its website, One Million Moms released a statement accusing Zales of attempting to "normalize sin." It calls for people to boycott the brand, stop into Zales stores and share concerns with store managers, and urge Zales to pull the commercial and "remain neutral" in the culture wars.

"An even greater concern is that the commercial is airing when children are likely watching television," the group says. "To make matters worse, this ad has aired during family viewing time such as football games and prime-time shows."

As a result, Zales social media channels have been flooded. And no post—not even an innocuous one advertising Bulova watches—is safe from outrage. LGBTQ supporters are being vocal as well, pledging to back Zales with their wallets this holiday season.

PR Daily readers, how is your organization sending messages of togetherness this holiday season?

 

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