traction. issue #9

BRANDS REACT TO BLACK LIVES MATTER BUT SOME FACE CRITICISM FOR SPEAKING OUT

 

A number of major advertisers have taken to social media to join the conversation in the wake of the killing of George Floyd last week. Nike, which famously took on the racial injustice issue head-on with its ad campaign featuring former NFL quarterback Colin Kaepernick, revealed a new video that bore the words: “For once, don’t do it.” LEGO is also taking a stand in support of protestors and the Black Lives Matter movement. On Wednesday, LEGO announced on Twitter that it would donate $4 million to “organizations dedicated to supporting black children and educating all children about racial equality.

However, some companies that offered up statements of support were called out on their own track records on race. L’Oreal, one of the world’s biggest cosmetics companies, tweeted on Monday: “Speaking out is worth it.” That drew swift criticism online from those who see the company’s business model and advertising as focused on white consumers. Model Munroe Bergorf criticised the company after she was dropped from a contract in 2017 “with no duty of care, without a second thought” she stated.

Meanwhile Twitter changed its iconic profile image to black with the Black Lives Matter hashtag. Media giant ViacomCBStweeted “Black Lives Matter. Black Culture Matters. Black Communities Matter,” and yesterday (Thu) MTV Australia and New Zealand went dark for 8 minutes and 46 seconds on Thursday afternoon, in honour of George Floyd.

In Australia, brands including Cotton On, Aesop , and The Iconic also shared their support for the protests. Aesop on Tuesday shared the names of nine African-American men, women and children who had been killed in recent years, in most cases by police officers, and said it would donate US$100,000 to organisations that fight racial injustice and promote opportunities for black people.“If systematic racism is to be defeated, we all need to stay educated, become involved, and understand our role in both the problems and the solutions,” the skincare brand wrote in an Instagram post.

AS SNAPCHAT AND FACEBOOK TAKE DIFFERING APPROACHES TO TRUMP COMMENTS

Since Facebook made headlines for not removing a Trump post (see page 4 of this week’s Traction for more on this), Snapchat has gone a step further and says it has stopped promoting President Donald Trump’s account. As a result, it will no longer feature in the app’s Discover section. The firm said it would “not amplify voices who incite racial violence and injustice”. The decision follows Mr Trump saying that “vicious dogs” and “ominous weapons” would have been used on protesters if they had breached the White House fence. It follows Twitter’s decision to hide some of the president’s posts as covered in edition 8 of Traction last week.

Snapchat’s parent company Snap said: “Racial violence and injustice have no place in our society and we stand together with all who seek peace, love, equality, and justice in America.“ The move is likely to feed into tensions between the White House and social media, which escalated when Twitter added fact-checking tags to some of the President’s tweets last week.

ROY MORGAN/ANZ CONSUMER CONFIDENCE IMPROVES FOR NINTH WEEK RUNNING

As Australia entered into a recession this week, the data from Roy Morgan’s Consumer Confidence has increased for the 9th straight week to 98.3, up 5.6% from last week. Now, 24%, up 1%, of Australians said their families are ‘better off’ financially than this time last year, while families who are ‘worse off’ financially remained steady on 36%. For the longer term, 24%, up 4%, are expecting ‘good times’ for the economy over the next five years.

While acknowledging the nine weekly gains in a row is unprecedented, so too is the depth of the starting point, ANZ head of economics, David Plank said. “More good news about control of the pandemic and the consequent relaxation of restrictions was key to the lift in sentiment,” he said. “Expectations of residential housing stimulus and lower petrol prices may also be playing a role, although lower petrol prices are also contributing to the record low in inflation expectations.”

Source: ANZ/Roy Morgan

AS BUSINESSES REOPEN, AUSTRALIANS DIVIDED OVER RISKS VS GLOBAL NEIGHBOURS

In a poll of 16,000 people in 16 major countries, people in Brazil (71%) and India (69%), are most likely to say we need to wait at least a few more weeks before opening businesses because opening now would put too many people at risk of contracting COVID-19. But on the opposite end, those in hard-hit countries of China (65%) and Italy (64%), are most likely to say the health risk is minimal if people follow social distancing rules, and we need to get the economy moving again. People most divided on taking this action are in Spain, Australia, and South Africa with only 2 % points between those who think opening businesses now puts many people at risk vs those who say the risk is minimal.

TOYOTA NAMED MOST TRUSTED AUTOMOTIVE BRAND IN LATEST ROY MORGAN REPORT

According to automotive and transport data from Roy Morgan’s annual Risk Report for 2020 – an annual survey of more than 7000 respondents – Toyota is held in highest regard, followed by Mazda in second place and Tesla in third place. While Toyota and Mazda regularly claim the top spots in reliability and customer sentiment surveys such as this one, the real surprise is Tesla, which climbed from seventh place in 2019 to knock Honda out of third spot in 2020. Tesla only launched in the Australian market in 2014 and has steadfastly abstained from sharing its local sales figures. Currently, only three Tesla vehicles are available to buy in Australia – the Model S Model 3 and Model X.

Most Trusted Automotive Brand
1. Toyota
2. Mazda
3. Tesla
4. Honda
5. Mercedes-Benz
6. Subaru
7. Nissan
8. Hyundai
9. Ford
10. Uber

Most Trusted Overall Brand
1. Bunnings
2. ALDI
3. Woolworths
4. Coles
5.NRMA
6. QANTAS
7. ABC
8. Toyota
9. Kmart
10. Bendigo Bank

Source: Roy Morgan

LATEST ABS DATA SHOWS ELECTRIC VEHICLE REGISTRATIONS NEARLY DOUBLE YOY

Data from the Australian Bureau of Statistics shows that registrations of electric vehicles rose sharply in 2020, however petrol-powered vehicles still dominate the fleet. Toyota continued to hold out top spot as the most popular vehicle make registered in Australia, with 3.0 million Toyotas registered in 2020. Registrations of Holdens and Fords continue to decrease, with both falling by 5.8 per cent from 2019. Despite the decline, Holden remains the second most popular make and Ford comes in at fourth. Mazda retains its place as the 3rd most popular make registered in Australia and Hyundai rounds out the top 5.

Source: ABS

FACEBOOK ANNOUNCES NEW PRIVACY TOOL TO HELP DELETE OLD POSTS FOR GOOD

Despite taking a stand not to delete controversial posts from its platform, Facebook is announcing a new tool for managing your posts you would like to remove. Previously, if users wanted to clean up the content on their Facebook profile, they would have to adjust the settings of each post one at a time.

The new feature, called Manage Activity, has built-in filters to help users sort and find what they’re looking for even faster. Manage Activity will create the concept of an “archive” on Facebook, allowing you to move any or all of your past posts
to a secret new home that only you can see. Manage Activity will also introduce a Facebook Trash folder so you can delete posts more easily. The new feature is rolling out in Facebook’s mobile apps first. In a statement, Facebook said: “We believe people should have the ability to manage and control their data, and we will continue to develop new ways to honour people’s privacy by providing greater transparency and controls.”

DATA SHOWS GROWTH IN ADSPEND FOR JUNE , UP 4% ON PREDICTIONS LAST MONTH

Despite the figures for a full month of the COVID-19 pandemic lockdown showing a drop of 35.4% in media agency adspend, there is optimism that June is showing signs of improvement as restrictions start to ease and consumer confidence continues to grow. The news comes as Outdoor company oOh!media reported that 85% of its bookings had been moved to the second half of the year.” Outgoing CEO Brendan Cook said “Combined with a slowdown in advertising generally, this has resulted in a challenging Q2 for the business. Of our original bookings in April-May that advertisers will no longer run campaigns in Q2, around 85 percent have been deferred to the second half of the year,” he said.

LIVE STREAMING CONCERT OF THE WEEK: ISOLAID

As restrictions start to ease, the Australian live music economy still faces a long road ahead. Support local artists by tuning in to watch the 11th livestream line up this Sat from 7pm AEST You can tune in here.

Tweets of the week: Streaming giants make a stand together

MEANWHILE HOLLYWOOD GEARS UP FOR RETURN TO WORK TO GIVE CINEMA A HUGE BOOST

Top related searches

TIK TOK OWNER BYTEDANCE CONFIRMED AS HIGHEST VALUED STARTUP GLOBALLY

Chinese AI company Bytedanceis the highest-valued start-up in the world. The venture which is valued at US$75 billion is the owner of TikTokand runs content platform Toutiaoin China, which uses machine learning to tailor a newsfeed for each individual viewer out of traditional and new media sources.

The second highest-valued startup is also from China –ride-hailing service Didivalued at US$56 billion. SpaceX stands out among the list of multi-billion dollar startups as one of the few companies that have grown by focusing on an industry that has existed for decades, rather than disrupting existing industries through the use of technology.

Source: CB Insights/Statista

MEANWHILE SPACE X (4THON THE LIST ABOVE) SETS NEW ONLINE RATINGS RECORD

Last weekend’s launch was the first orbital crewed launch to depart from American soil since NASA retired its space shuttle fleet in 2011 and a record number of people tuned in to watch the milestone online, agency officials said. ”Our metrics are saying that peak viewership for the joint NASA-SpaceX launch broadcast across all of our platforms was at least 10.3 million concurrent viewers —the most-watched event we’ve ever tracked, “ said NASA.

Source: CB Insights/Statista

THE LONG READ: TONE-DEAF INFLUENCER MARKETING IS IN THE SPOTLIGHT

“As protests

of police brutality following the killing of George Floyd continue across the country, marketers are pressing pause on influencer campaigns…as influencers have massive platforms, their fans expect them to talk about what’s happening and to take a stand.

https://digiday.com/marketing/stand-for-something-as-protests-continue-tone-deaf-influencer-marketing-is-in-the-spotlight/

COVID-19 VIRALTREND OF THE WEEK: DANCE WITH BLUEY

Thanks to a new Facebook camera filter, Bluey fans can dance with Bluey anywhere, anytime. Bluey ‘Dance Mode’ filter works with your Facebook account where it pops an animation of Bluey dancing in any setting your child is having a boogie in, and it has been keeping parents rather busy while in isolation with their little ones!

“I think TikTokdancers have met their match,” one fan of the app wrote on the Bluey Facebook page. “The kids will love this,” added another, while some adults even shared their own videos of them dancing with Bluey. You can get the filter here

 

Quote of the week

 

“‘Awe and wonder will help you through the dark times”   

(Phosphorescence is the number one non-fiction book in Australia and can be purchased here)

- Julia Baird

author of Phosphorescence