good business doesn’t always mean
putting your politics aside like it or
not for the moment the earth is where we
make our stand
welcome to watchmojo.com tent every day
so be sure to subscribe to our channel
and ring the bell to get notified about
our latest videos for this list we’re
looking at corporations that made their
position on a social or political issue
known through advertising and/or major
actions we’re basing our choices on a
mix of controversy powerful campaigns
and how risky each move was number 10
taking a knee nike san francisco 49ers
quarterback Colin Kaepernick launched a
protest movement against police
brutality when he kneeled repeatedly
during the national anthem starting in
the mid 2010 s while Colin’s actions
drew scrutiny from many in the NFL and
President Donald Trump Nike turned his
courage into a campaign Nike plastered
the slogan believe in something even if
it means sacrificing everything over an
image of Kaepernick’s face many
consumers saw this is an anti-military
and anti-american move and proceeded to
publicly destroy their Nike merchant
response however the backlash has
instead raised awareness for the brand
and provoked some purchases in support
to know ask if your dreams are crazy
asking for crazy enough all this press
has led Kapernick to try and trademark
his face while nike gains social capital
number 9 we believe Gillette making the
same old excuses but something finally
changed Procter & Gamble subsidiary
Gillette had long been famous for its
slogan the best a man can get to
commemorate 30 years of that campaign
the personal care brand decided to
update their message for 2019 we can’t
laugh at all the commercial we believe
calls out so-called toxic masculinity
criticizing behavior like sexism
mansplaining bullying and harassment by
challenging men to be the best they can
be to act the right way within two days
the extended cut of the video had hit
over 10 million views on YouTube
however for its 241,000 upvotes it had
six hundred and seventeen thousand down
votes and calls for boycotts indicated
that maybe the ad had missed the mark
whether it’s seen as propaganda for the
left or a praiseworthy attempt to tackle
social issues it got people talking
because the boys watching today
we’ll be the men of tomorrow number
eight touch of care vixx vixx has always
stood by the idea of family care so they
worked with agency publicist Singapore
to challenge what that care looks like
today this early entry in their touch of
care series tells the story of Gayathri
and her adoptive mother Gauri yeah you
meet among me after we learn about the
wonderful childhood Gayatri has been
given it’s revealed that her loving
mother is transgender vixx also out
plays other advertiser’s trans
representation by focusing on gory
struggles rather than her transition
parent company Procter & Gamble also
launched ads critical of North
Carolina’s transgender bathroom laws fix
emotionally driven approach paints a
human story without slinging merchandise
number seven ten thousand immigrants
vets and spouses Starbucks in response
to president Donald Trump’s ban on
immigrants the American company
Starbucks responded by pledging to hire
ten thousand immigrants globally by the
early 2020s the coffee giant also
encouraged employees affected by
president Trump’s legislation to reach
out for support
Starbucks website collected success
stories from their initiative to
encourage others to join their company
in response to public outcry against
their decision Starbucks also pledged to
hire 10,000 veterans and their spouses
CEO Howard Schultz even said that their
company needed to build bridges with
Mexico not walls by flying in the face
of an executive order Starbucks showed
compassion during divisive times number
6 same-sex health benefits IBM back in
1996 IBM helped inspire corporate
equality when it announced it would be
extending benefits to partners in
same-sex relationships their policy was
exceptional as it allowed committed
homosexual couples to gain benefits
without marriage their announcement came
on the heels of legislation barring
homosexual marriage which is why the
policy started on a domestic level
though IBM had a policy against
discrimination for gay employees since
1974 they hadn’t updated their benefits
to match suit while their foreign
offices have taken time to catch up
they’ve continued standing up for
workplace equity number 5 daughter Odie
as a girl races to victory in her sofa
car her dad bluntly describes how women
are valued less than men in our current
society this bleak Superbowl commercial
from Audi ends with a car company
declaring they’re committed to equal pay
in the workplace it was a bold move that
attracted more dislikes than likes and
prompted a look into Audi’s imperfect
history on the issue that said the
company’s recent female quotas and
workforce initiatives are a step in the
right direction or maybe I’ll be able to
tell her something different by Framing
equality through Parenthood howdy showed
how important it was to get their
message out there number four
defunding the Boy Scouts Levi’s after
years of support for the Boy Scouts of
America Lima is decided to withdraw
their contributions to the group in 1992
the Jean manufacturers move was a
response to the scouts policy against
accepting Scouts or Scout masters who
are homosexual given that the Boy Scouts
stated they would never abandon their
values Levi’s noted they had no
intention of making them change their
ways boycott responses were so extreme
that Texas congressman Tom DeLay even
implied that people would be burning
Levi’s jeans in the streets despite
continued funding from other companies
ongoing pressure eventually pushed the
scouts to accept gay members number
three the talk Procter and Gamble in the
talk african-american parents set their
children down to talk about enduring
racism in a hard-hitting ad from Procter
and Gamble
it’s an ugly nasty word and you are
gonna hear it nothing I can do about
that the commercial explores racial
slurs biased police and even complex
subjects like universal Beauty my black
is beautiful worked with P&G on the
campaign which encourages African
American children to stay strong and
preserve their self-worth you are not
pretty slow blending your beautiful
period additional spots also highlighted
true stories of facing adversity and
dealing with ingrained bias their
efforts earned enough positive reception
to win an Emmy and the can Grand Prix
with more positive messages to sell than
products Procter & Gamble’s the talk is
more of a PSA than anything else
number two pulling out of North Carolina
PayPal in 2016
at North Carolina was set to open a
PayPal operation center that would bring
400 new jobs
however PayPal canceled their plans in
response to the public facilities
privacy and security act which they felt
discriminated against homosexual and
transgender people the bill required
people to use restrooms matching their
birth certificates which earned public
outcry from over 100 corporations this
discrimination is bad for business
PayPal CEO Dan Schulman insisted they
couldn’t be an employer in a state where
employees wouldn’t have equal rights
PayPal put their money where their
values were and have insisted they have
no future plans for North Carolina
before we get to our top pick here are
some honorable mentions
[Music]
you don’t look like you’re from around
here
the world’s Dutch I want to prove yeah
number one apartheid pullout Pepsi due
to the racism and violence of apartheid
in South Africa
Pepsi made a political statement by
pulling out of the country back in 1985
the move which obviously came at a
considerable financial cost marked a
rare case of a company giving up a
market for moral reasons when Pepsi
returned in 1994 after Nelson Mandela
took office their social currency was
outweighed by Coca Cola’s monopoly in
South Africa the soda company has
attempted to establish themselves in the
country since but has only managed to
make headway with their chip sales
despite heavy setbacks Pepsi maintains
leaving was the right thing to do do you
agree with our picks check out these
other great clips from WatchMojo and be
sure to subscribe and ring the bell to be notified about our latest videos
putting your politics aside like it or
not for the moment the earth is where we
make our stand
welcome to watchmojo.com tent every day
so be sure to subscribe to our channel
and ring the bell to get notified about
our latest videos for this list we’re
looking at corporations that made their
position on a social or political issue
known through advertising and/or major
actions we’re basing our choices on a
mix of controversy powerful campaigns
and how risky each move was number 10
taking a knee nike san francisco 49ers
quarterback Colin Kaepernick launched a
protest movement against police
brutality when he kneeled repeatedly
during the national anthem starting in
the mid 2010 s while Colin’s actions
drew scrutiny from many in the NFL and
President Donald Trump Nike turned his
courage into a campaign Nike plastered
the slogan believe in something even if
it means sacrificing everything over an
image of Kaepernick’s face many
consumers saw this is an anti-military
and anti-american move and proceeded to
publicly destroy their Nike merchant
response however the backlash has
instead raised awareness for the brand
and provoked some purchases in support
to know ask if your dreams are crazy
asking for crazy enough all this press
has led Kapernick to try and trademark
his face while nike gains social capital
number 9 we believe Gillette making the
same old excuses but something finally
changed Procter & Gamble subsidiary
Gillette had long been famous for its
slogan the best a man can get to
commemorate 30 years of that campaign
the personal care brand decided to
update their message for 2019 we can’t
laugh at all the commercial we believe
calls out so-called toxic masculinity
criticizing behavior like sexism
mansplaining bullying and harassment by
challenging men to be the best they can
be to act the right way within two days
the extended cut of the video had hit
over 10 million views on YouTube
however for its 241,000 upvotes it had
six hundred and seventeen thousand down
votes and calls for boycotts indicated
that maybe the ad had missed the mark
whether it’s seen as propaganda for the
left or a praiseworthy attempt to tackle
social issues it got people talking
because the boys watching today
we’ll be the men of tomorrow number
eight touch of care vixx vixx has always
stood by the idea of family care so they
worked with agency publicist Singapore
to challenge what that care looks like
today this early entry in their touch of
care series tells the story of Gayathri
and her adoptive mother Gauri yeah you
meet among me after we learn about the
wonderful childhood Gayatri has been
given it’s revealed that her loving
mother is transgender vixx also out
plays other advertiser’s trans
representation by focusing on gory
struggles rather than her transition
parent company Procter & Gamble also
launched ads critical of North
Carolina’s transgender bathroom laws fix
emotionally driven approach paints a
human story without slinging merchandise
number seven ten thousand immigrants
vets and spouses Starbucks in response
to president Donald Trump’s ban on
immigrants the American company
Starbucks responded by pledging to hire
ten thousand immigrants globally by the
early 2020s the coffee giant also
encouraged employees affected by
president Trump’s legislation to reach
out for support
Starbucks website collected success
stories from their initiative to
encourage others to join their company
in response to public outcry against
their decision Starbucks also pledged to
hire 10,000 veterans and their spouses
CEO Howard Schultz even said that their
company needed to build bridges with
Mexico not walls by flying in the face
of an executive order Starbucks showed
compassion during divisive times number
6 same-sex health benefits IBM back in
1996 IBM helped inspire corporate
equality when it announced it would be
extending benefits to partners in
same-sex relationships their policy was
exceptional as it allowed committed
homosexual couples to gain benefits
without marriage their announcement came
on the heels of legislation barring
homosexual marriage which is why the
policy started on a domestic level
though IBM had a policy against
discrimination for gay employees since
1974 they hadn’t updated their benefits
to match suit while their foreign
offices have taken time to catch up
they’ve continued standing up for
workplace equity number 5 daughter Odie
as a girl races to victory in her sofa
car her dad bluntly describes how women
are valued less than men in our current
society this bleak Superbowl commercial
from Audi ends with a car company
declaring they’re committed to equal pay
in the workplace it was a bold move that
attracted more dislikes than likes and
prompted a look into Audi’s imperfect
history on the issue that said the
company’s recent female quotas and
workforce initiatives are a step in the
right direction or maybe I’ll be able to
tell her something different by Framing
equality through Parenthood howdy showed
how important it was to get their
message out there number four
defunding the Boy Scouts Levi’s after
years of support for the Boy Scouts of
America Lima is decided to withdraw
their contributions to the group in 1992
the Jean manufacturers move was a
response to the scouts policy against
accepting Scouts or Scout masters who
are homosexual given that the Boy Scouts
stated they would never abandon their
values Levi’s noted they had no
intention of making them change their
ways boycott responses were so extreme
that Texas congressman Tom DeLay even
implied that people would be burning
Levi’s jeans in the streets despite
continued funding from other companies
ongoing pressure eventually pushed the
scouts to accept gay members number
three the talk Procter and Gamble in the
talk african-american parents set their
children down to talk about enduring
racism in a hard-hitting ad from Procter
and Gamble
it’s an ugly nasty word and you are
gonna hear it nothing I can do about
that the commercial explores racial
slurs biased police and even complex
subjects like universal Beauty my black
is beautiful worked with P&G on the
campaign which encourages African
American children to stay strong and
preserve their self-worth you are not
pretty slow blending your beautiful
period additional spots also highlighted
true stories of facing adversity and
dealing with ingrained bias their
efforts earned enough positive reception
to win an Emmy and the can Grand Prix
with more positive messages to sell than
products Procter & Gamble’s the talk is
more of a PSA than anything else
number two pulling out of North Carolina
PayPal in 2016
at North Carolina was set to open a
PayPal operation center that would bring
400 new jobs
however PayPal canceled their plans in
response to the public facilities
privacy and security act which they felt
discriminated against homosexual and
transgender people the bill required
people to use restrooms matching their
birth certificates which earned public
outcry from over 100 corporations this
discrimination is bad for business
PayPal CEO Dan Schulman insisted they
couldn’t be an employer in a state where
employees wouldn’t have equal rights
PayPal put their money where their
values were and have insisted they have
no future plans for North Carolina
before we get to our top pick here are
some honorable mentions
[Music]
you don’t look like you’re from around
here
the world’s Dutch I want to prove yeah
number one apartheid pullout Pepsi due
to the racism and violence of apartheid
in South Africa
Pepsi made a political statement by
pulling out of the country back in 1985
the move which obviously came at a
considerable financial cost marked a
rare case of a company giving up a
market for moral reasons when Pepsi
returned in 1994 after Nelson Mandela
took office their social currency was
outweighed by Coca Cola’s monopoly in
South Africa the soda company has
attempted to establish themselves in the
country since but has only managed to
make headway with their chip sales
despite heavy setbacks Pepsi maintains
leaving was the right thing to do do you
agree with our picks check out these
other great clips from WatchMojo and be
sure to subscribe and ring the bell to be notified about our latest videos
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