“Advertising has no morality” … Brands in the middle of the ultra -conservative turn?

What if the nauseating climate of the present time could be summed up in an advertisement? Moreover, American Eagle. Similarly, her muse, actress Sydney Sweeney, are in the eye of the cyclone since the last campaign of the clothing brand. Furthermore, Here is his slogan: “Sydney Sweeney Has Great Jeans” (“Sydney Sweeney has good jeans”). In addition, a play on words based on phonetic resemblance between “Jean” and “Gene” in English. Nevertheless, Understand: Sydney Sweeney has good genes, the genes of a white person. Similarly, The actress also said it in another spot since disappeared: “The genes are transmitted from parents to children. Furthermore, often determining features such as hair color, personality and even eye color … Nevertheless, My jeans are blue”.

“This kind of excess was still unimaginable a few years ago. For example, points out Maria Giuseppina Bruna, research director “advertising no morality” … brands of the Ipag Business School and director of the inclusive business chair. Moreover, But today, some American firms are carried by the Trumpist wave. Consequently, ” And no longer have… embarrassment to go to this kind of land.

Another recent ad, this time for the Dunkin’s brand Dunkin ‘, still gives pride of place to genetics. Similarly, Actor Gavin Casalegno, from the series The summer I became prettypraises its natural complexion. Moreover, “This tan? Consequently, It’s genetic, ”says Texan of Italian origin.

Political pressure. However, economic boycott – "advertising no morality" … brands

The phenomenon, far from only touching marketing, bears the name of “Backlash”, which could be translated as “return of the stick” or “backlash”. In addition, After an advance in progressive ideas. an increased place of minorities in the public debate for several decades, conservative, sexist and male speech is even stronger than it was at the start, determined to resume all the ground.

A conservative wave carried out in particular by the administration of Donald Trump. which cuts public funding of companies with diversity, equity and inclusion policies. But also by his supporters Maga (“Make America Great Again”), always ready to boycott the brands deemed too “WOKE”. In 2023, Bud Light beer began a partnership with a transgender influencer. Result: – 26 % sales in the United States, a market where the brand was the historic leader. Two weeks of economic crash were enough for the company to backtrack. put the marketing director and now advertise around American football or country.

Similar retropedage for Jack Daniel’s following threats from boycott in 2024. The famous whiskey has given up its diversity. equity and inclusion “advertising no morality” … brands initiatives, and has completely deleted the page devoted on its website. The brand’s spokesperson Elizabeth Conway, justified everything in a laconic observation: “the world has evolved”.

Between morality. sales, brands have chosen

For Léa Riposa, a marketing and communication consultant, the role of a brand is effectively “to anticipate trends and feel the air of time. Inclusion was one way like any other to distinguish itself on a competitive field. but it has become a risky bet, especially in America by Donald Trump. ” The expert reminds us, “advertising has no legal basis, she is there to sell”. Changing your rifle to escape a drop in turnover would therefore be just a cold pragmatic calculation. And flatter a racist instinct of the population, as American Eagle does? “The word play is more than doubtful. but we cannot deny that the marketing campaign is successful: the visibility of the brand has exploded and “advertising no morality” … brands its sales are increasing”, recognizes Léa Riposa.

Remains all the same, beyond the buzz, a real impact on society. Flora Bolter. co-director of the LGBT+ observatory of the Jean-Jaurès Foundation, can only see the extent of the damage: “Many private investors have withdrawn from the prides. And beyond investments. in the month of pride, we see far fewer companies that ” played the game ” by putting their emblem in the colors of the rainbow. »Result: always lower visibility for minorities. The specialist is not fooled: “Obviously these companies were not sincere in their inclusive marketing. But what matters are the actions, not the intentions ”.

Towards a generalization of ultraconservative pubs?

The wind is therefore turning. Are we going to be entitled to more and more marketing in the American Eagle way? For Flora Bolter. “this advertisement is a test ball and the time will unfortunately see much more unbridled “advertising no morality” … brands speeches on racism and sexism in certain boxes. “A fatalism that Maria Giuseppina Bruna does not share:” Most of the major American brands will not take such. a reactionary turn so as not to run the risk of cutting out whole customers’ sections. Ethnic. cultural, religious, women, progressive sympathizers… ”

Not to mention a brand identity to respect: “a company will not change its marketing according to electoral choices”, reassures the research director. Incessant back and forth between a pro-inclusive policy and ultraconservatism would end up losing the consumer. For the expert. the majority of companies will therefore maintain a neutral and inclusive message, without “overplaying” the standard of the cause as in the past.

Same prediction for Léa Riposa, particularly in France: “Brands are more timid here. In the United States. there is a great tradition of strong brands, which go to the end of their thoughts, it is a country “advertising no morality” … brands with a very high consumption where you have to shock to win. In France, such advertisement would be scandal ”. And it’s not worse.