Musab Hemsi is director and employment law specialist at Anderson Strathern
WHEN Harry Kane announced he would wear the rainbow armband at the Qatar World Cup, even if Fifa orders him not to, he made a powerful statement of his support for LGBTQ rights in a country where same-sex relationships are criminalised.
He is sticking to his guns, even under the threat of a fine, inspiring other team captains to do the same.
Like Harry, people are increasingly speaking out on causes they care about. A 2021 Deloitte study found that 40 per cen of the public were more likely to get actively involved in societal issues because of the pandemic.
As people increasingly expect companies they interact with to share their values, organisations are becoming more vocal too, whether it’s announcing their stance on racism, climate change or employee wellbeing.
Known as “brand activism”, it’s particularly noticeable in the US, where companies like IBM and Microsoft publicly supported the Black Lives Matter movement. And when done authentically, it can be effective to align your profit with a purpose.
It can also help attract and retain talent. The 2021 Edelman Trust Barometer highlighted that six in 10 people choose employers based on shared beliefs and values.
Some organisations align themselves with a cause championed by government – Net Zero, for example – to position themselves favourably for funding.
Inevitably, brand activism has its pitfalls, with potential for controversy. It can risk...
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