Conservative commentator Michelle Malkin is calling out Procter & Gamble for “identity-politics pandering” in a recent column.
In her piece, Malkin takes issue with P&G’s latest video for the company’s “My Black is Beautiful” campaign. She writes:
It “depicts the inevitable conversations many Black parents have with their children about racial bias to prepare, protect and encourage them” across the decades. The ad plays as a kinder, gentler version of Black Lives Matter propaganda, but the underlying themes are the same:
–Little progress has been made since the days of Jim Crow.
–Racial discrimination against black Americans is inevitable.
–Police officers are the enemy.
While the article focuses on P&G, virtue-signaling by exploiting complex social issues is common marketing tactic for many companies. The “#RealMoms” campaign by Unilever celebrating a biological father becoming a transgender “mom” is another recent example. According to Malkin, “Industry marketers aren’t satisfied with selling useful products people want and need. They’re hell-bent on transforming successful businesses into social justice busybodies.”
At the end of the piece, Malkin concludes, “If P&G isn’t willing to tackle the full complexity of race relations in 21st-century America, perhaps the company should stick to selling diapers instead of filling them.”
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