Socially-minded brands advertise themselves

It's easy to see how America may currently be experiencing a social revolution of sorts. Debates like those surrounding gay marriage, civil and gender equality, and climate change are becoming more and more one-sided as Americans become more socially-liberal than ever before, according to a recent Gallup poll. But more importantly, young people are considerably more interested in these

old-navy-pride-tee-294types of issues – or at least they have far better access to outlets where they can express their opinions – and it's forcing companies to re-evaluate how they approach their products and their consumers.

With the popularity of social media, a proper tweet or Facebook post can go a long way in spreading one's brand. It's nothing new to see companies interacting with users on Twitter or Facebook, like Dominoe's does on a daily basis, trying to garner the respect of younger generations with their heads constantly pointed towards their phones. But words can only go so far, and more and more companies are beginning to echo the sentiment's of America's liberal youth in their products.

Take for example a now largely-available gay pride clothing collection available through Old Navy. The clothing chain has started selling t-shirts which adorn the words “Love is Love” and “Pride” prominently and in large letters. The shirts were reportedly available for some time in neighborhoods with largely gay populations, but have just recently been made available online because “equality is always in style,” according to Old Navy's advertisements for the line. Thanks to the support that many young Americans have for the gay rights movement, consumers are basically advertising the line to each other.


Elsewhere, Vanity Fair recently made a big show of support for the transgender community by featuring newly changed Caitlyn Jenner – formally US Olympian Bruce Jenner – on the cover of their July issue. After the cover was revealed on Twitter, users retweeted the picture more than 33,000 times, and another tweet of the cover that was accompanied by a quote from Caitlyn was retweeted more than 265,000 times. Marketing for the July issue was done in just a couple of hours, and essentially for free.

It seems like standing out is no longer as important as standing up for a lot of major brands. With the American public identifying more socially-liberal than ever before, and the world of social media acting as an easy and immediate outlet for consumers to share their support, not only do the products sell, but the consumers do the advertising for them.