Pepsi, Listen to the New Generation

In an age where people feel unsafe walking around because of the color of their skin, are afraid to hold their partner's hand in public and wonder if coworkers with an Adam's apple are making 20% more for the same work, it's no surprise that Pepsi's latest campaign fell flat and has now been pulled. We live in an incredibly raw time. Emotions are high, and there are a lot of social causes and movements catching people's attention. Because of that, many brands are trying to figure out ways to participate. While some, Like REI, thrive when it comes to speaking about issues like feminism, others -- ahem, Pepsi -- are struggling to find that line between marketing and meaning. There is no more important distinction for a brand to make today: Are you part of the movement, or jumping on the bandwagon when it's convenient? Choose carefully or you may find yourself under the wheels. As someone who has worked in cause marketing for years, let me give you some advice: Over my 18-year career, I've seen a lot of campaigns faceplant. In the past few years, such failures have hit a fever pitch. We're in a brave new world, folks, shifting from a world of ad sales to one of advocacy. It's wonderful and thrilling to see businesses stand up and speak out for the issues that really matter, but it's also terrifying to see them swing and miss. Learn from Pepsi's lesson, take my advice and wield your megaphones wisely, lest your brand be the next trending topic on Twitter.

Pepsi, Listen to the New Generation

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