CSR IN ACTION
A recent example of CSR is the Nike campaign featuring former NFL football quarterback Colin Kaepernick, who knelt during the national anthem to protest police brutality against African-Americans.
The campaign doesn’t explicitly mention the #takeaknee protest, but it features Kaepernick in the 30th anniversary of its Just Do It campaign, in the hope consumers will support their brand and products.
After the launch, the retailer saw an immediate boost in sales and sold out of many products. Its stock rebounded to record highs.
Nike knew it would risk alienating older consumers – and it did alienate some – but it was counting on the reaction of millennials who liked the social cause.