The term "new ethics" is ambiguous. Some include anti-discrimination, social inequality, and violence. Others say it includes rules for social networking: Is it okay to send voice messages and messenger messages for work? Others include attitudes toward the environment and consumption of goods. I suggest that the new ethics is a conditional vector for the development of modern society. Here is just some of what the concept includes:
Obviously, each of these items is a potential high-profile topic for brands to hype with. How are companies using this?
Before we look at actual examples, let's understand what a "hype" is. Although the word has become overgrown with unsightly associations, a HYIP is not necessarily something embarrassing and horrible. If you hype properly and intelligently, you can take your brand to a new level of recognition without losing your reputation.
For example, restaurateur and founder of Black Star Burger Yuri Levitas divides hype into three groups:
The first is the coolest. This is the one that you organized yourself. It brings the most benefits to the company. It can be an event around your brand, such as the opening of long-awaited new outlets or the launch of a new product. For example, the same Black Star Burger opens its outlets so that for at least a week you just can't get into a burger joint.
Embedded hype is a little less under your control. It's a hype around the most pressing topics that are now relevant in society. An example of this is the case of S7, when the company reverted to its original name, "Siberia," in order to draw the attention of the public and the authorities to the forest fires in Siberia. Credit should go to S7: their team has found the golden mean between wanting to be loud and making a real contribution to solving the problem. The airline did a very competent job in this regard, launching a fundraiser for the restoration of the burnt-out forests.
Uncontrollable is a hype when things happened without your desire or when a deliberate strategy went wrong.
There are cases where brands did not want to get into the middle of a hype, but unexpectedly they did. Surprisingly, among the examples is Burger King, a fan of scandalous advertising. This year, on March 8, the British branch of the restaurant chain wanted to draw attention to the issue of male dominance in the foodservice industry. To do so, they planned to publish a spread:
"A woman's place is in the kitchen. Unless, of course, they want it. Only 20 percent of chefs are women. Our goal is to change the gender ratio in the restaurant industry by helping women with their culinary careers."
However, after publishing the first tweet, "A woman's place is in the kitchen," the company received a flurry of negative comments about itself. After that, no one was interested in any explanations or even the announcement of a scholarship program for female chefs.
However, there are examples of brands that make very eco-friendly use of edgy topics. For example, Dove, together with the singer Manizha, released a video manifesto about the problem of imposed beauty ideals. The video shows women without retouching or processing. Everything is perfect here: both the choice of the media face, as Manizha has been working on the "Beauty Trauma" project about the problem of the imposed social media ideals of appearance, and the execution - it's an incredibly beautiful video.
Also an example of a company that knows how to make beautiful yet hip projects is IKEA. Recently the brand showed the design of apartments, where people with disabilities live. For example the IKEA designers made the curtains shorter so that the wheelchair could not get caught in the curtains. The door handles were placed at a height accessible to everyone. The idea and execution are very good. Although even here there were users who condemned the brand for too high cabinets in the kitchen. For any, even the best idea, there will be haters.