Despite the backlash, Nike's embrace of civil rights activist Kaepernick was seen as deepening the brand's appeal to millennials and non-white consumers. Many marketing experts saw it as a shrewd cost-benefit calculation in a politically divided, Trump-era United States. "Whereas in the past, marketers would always look for win-win situations, that is practically an impossibility today," Farrell told AFP. -Corporations were becoming more socially focused prior to Trump, with campaigns geared to consumers who care about gay rights, climate change policies and some other causes. Delta Air Lines also found itself under fire from gun rights supporters after it ended a travel discount program for NRA members following Parkland.

Source: The Nation Bangkok September 09, 2018 06:51 UTC