When the multinational brewery and pub chain BrewDog launched an attack on the Qatar World Cup, referencing the Emirate’s alleged human rights abuses in a rather humorous advert, “First Russia, then Qatar, we can’t wait for North Korea”, it articulated the mood of the public perfectly. The mention of being a sponsor of the “World F*Cup” was also a nice, everyman touch.
However, the murky reality is that despite their protests BrewDog are still showing the football competition in their many pubs, are providing beers to Qatar for the event, and aren’t exactly in the best position to be shaming anyone on their employees’ rights records given the countless accusations of a toxic workplace culture that have hung over the company and its reputation for years.
This raises the debate of whether it is hypocritical to seek to criticise others and by implication position yourself as a ‘purposeful’ organisation when your business behaviours don’t live up to that depiction. Doing so risks alienating your stakeholders and violating the trust and the authenticity of your firm’s mission statements. In these days of citizen journalism, with social media amplification at the touch of a button, if you don’t walk the walk, you’ll soon be exposed and judged for talking the talk.
Brand association is a real banana skin. British Cycling seeking the oil giant Shell as a sponsor and accepting its largesse in an eight-year deal has caused understandable outrage and disparagement for ‘greenwashing’ amongst their eco-aware audience. This indignation was further highlighted by Greenpeace’s heavy condemnation of the partnership.
“The idea of Shell helping British Cycling reach net zero is as absurd as beef farmers advising lettuce farmers on how to go vegan.”
Law firms, just as any large brand, must ensure their actions, partnerships, and values align in any well-structured sponsorship strategy – as authenticity is key. Failure to practice what you preach risks betraying your brand message and causing unwelcome unrest amongst your stakeholders.
It’s still unwise to throw stones in glass houses.
Friday 11th November 2022