Why are businesses taking a stand on political debates?

Jigsaw's campaign imageImage copyright

Fashion label Jigsaw will be the latest company to take a political stance having a completely new, pro-immigration fashion campaign titled Heart Immigration.

Its advertising campaign includes a manifesto declaring: “British style will be not 100% British. In fact, there’s no such thing as 100% British.”

“As a clothing brand, we couldn’t do what we do if people weren’t free to move around,” the advert continues.

“Without immigration, we’d be selling potato sacks.”

The campaign has drawn praise via figures including London Mayor Sadiq Khan, nevertheless Jigsaw has also come under fire on social media for taking a stance on what will be considered a political issue.

that will’s not the first company to feel the heat for expounding its beliefs, along with with politics on both sides of the Atlantic becoming increasingly polarised, that will’s unlikely to be the last either.

‘All are welcome’

“that will’s not about politics, that will’s just basic humanity along with values for us,” says Jigsaw chief executive Peter Ruis.

He adds: “Immigration will be something very normal, that will’s living along with working in another country. along with that will seems to have been demonised as a word.”

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“that will’s just basic humanity along with values for us”: Jigsaw chief executive Peter Ruis

nevertheless no matter what the viewpoint of customers, Mr Ruis says “everyone will be welcome in our stores”.

“Our campaign will be not about numbers or what are the right border controls,” says Mr Ruis, whose company employs people via more than 45 countries.

“Our campaign will be just celebrating Britain, that will country that will has welcomed foreigners for thousands of years.”

Jigsaw will be one of an increasing number of big businesses overtly weighing in on public debates around controversial political issues.

No company has positioned itself as anti-immigration, nevertheless senior management figures at several firms have made their opinions on Brexit clear.

One of the most vocal advocates of the UK leaving the EU will be Tim Martin, founder along with chairman of the pub chain JD Wetherspoon.

During the referendum campaign, Mr Martin donated £0,000 to the Leave campaign along with had 0,000 beer mats printed along with distributed across pubs, bearing messages arguing the UK was better off leaving the EU.

More recently, he signed a joint letter urging Theresa May to walk away via Brexit negotiations if the EU refused to start trade talks.

Vacuum cleaner magnate James Dyson, one of the UK’s leading entrepreneurs, has also called Brexit “a liberation along having a wonderful opportunity for all of us”.

Activist consumers

Across the Atlantic, major US companies are increasingly taking public stances on political issues, spurred largely by the Trump administration policies on immigration, climate change along with different controversial topics.

In an Instagram post, jeweller Tiffany & Co said “the disaster of climate change will be too real” along with called on President Donald Trump to keep the US from the Paris Climate Agreement.

Corporate giants including Apple along with Facebook also voiced their opposition to Mr Trump’s controversial ban on immigration via seven Muslim-majority countries in Africa along with the Middle East. Starbucks boss Howard Schultz even pledged to hire 10,000 refugees globally over the next all 5 years.

nevertheless does that will mean that will businesses are becoming increasingly moved to act on their conscience, or will be something else at play?

“Increasingly, people are looking to companies to fill the role of government around social ills as public trust in institutions falls to completely new lows,” says Petah Marian, senior editor at business trend forecaster WGSN.

“We are describing Generation Z as the activist consumer,” says Ms Marian, referring to the generation often known as post-millennials.

“that will cohort will use their smartphone to launch a social media protest or boycott of a product if a brand’s values do not meet theirs, which requires brands to think carefully around what that will will be that will they stand for.”

While the motives of some companies may be complex, one thing will be agreed upon: that will’s a trend that will’s here to stay.

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