ACTING OUT OF PRINCIPLE
SUHANA GORDHAN: Volatile times require quiet acts of rebellion from global brands
Brands can take a stand on the things that matter, writes Suhana Gordhan
A recent article by Michael Barbaro in the New York Times tells a story of Morrie Gold, a retired doctor from Pennsylvania. Gold and 11 of his golfing friends cancelled their yearly trip to a resort in Florida because it is owned by President Donald Trump. Gold says it was a way of expressing disgust with his remarks about women, immigrants and minorities. Barbaro called it "a quiet act of rebellion". The world needs more of these "quiet acts of rebellion" because when we all act in unison, quietly, every day, that’s when the rebellion finds its true voice. This week, Starbucks CEO Howard Schultz responded to Trump’s immigration ban by sending an open letter to staff pledging to hire 10,000 refugees over the next five years. We should be impressed by Schultz, but not surprised. It shouldn’t be at all surprising when brands act out of principle.The times certainly demand it. And if a cushy retiree can be picky about which carefully mowed green he chooses to stand on, little brands an...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.