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06/02/2020

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Thank you for sharing the post and NYTimes article Pradnya and Professor Wacziarg. I understand the reservation of corporations to not take a side / announce their viewpoints in polarizing situations, but it seems like from a business standpoint, those that have the most to gain due to their existing target market will be the most vocal and progressive. A quote from the NYTimes article states:

"Speaking out on social issues is often a calculated decision, a form of “values and identity-driven targeted marketing,” said Americus Reed, a marketing professor at the Wharton School at the University of Pennsylvania. By aligning corporate values with what customers care about, companies are hoping to build a sense of loyalty and a deeper sense of personal connection, he said"

Of course, this can bring about a feeling of hypocrisy as was also mentioned in the article. Those who gain the most will say the most. Another quote from the article...
"“Your hypocrisy knows no bounds,” wrote Sleeping Giants, a media watchdog group, in a reply to YouTube that echoed a similar complaint against Twitter. “As a platform that has done its very best to avoid having to remove any videos from racists, white supremacists and hate mongers, you should be ashamed of even tweeting about this. Too little, too late.”"

I believe this ultimately is a huge step in the right direction as corporations begin to communicate their views and messages on controversial topics. It may not be where we need to be, but it is a step in the right direction.

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