Brands, Politics, and Ethics: Navigating the Complex Landscape of Morality

How can companies foster humanity and credibility by not being part of toxic and false narratives that influence people's perceptions and lives?

In today's interconnected world, brands' actions and stances are more visible and scrutinised than ever. The recent Israel-Gaza situation has highlighted Western brands' disparate responses compared to their reactions during the Ukraine-Russia conflict. This inconsistency raises essential questions about brands' role in political and social issues and the impact of their actions on their credibility and moral standing.

Image credit: edgehill.ac.uk

The Double Standard in Brand Responses

When Russia invaded Ukraine, many global brands quickly showed solidarity with Ukraine, changing their colours, organising fundraisers, and making public donations. This widespread support was seen as a stand for humanity and justice. However, the ongoing conflict between Israel and Gaza has not elicited the same level of response. The apparent lack of solidarity and support for Gaza highlights a troubling double standard.

Example: Brands like Starbucks, KFC and McDonald's faced significant backlash and boy…