A tsunami of change.
It ain’t all just a bed of roses for industry out there in the 21st century western world. Sure, profits are soaring while wages remain relatively stagnant but messaging is becoming more and more difficult what with a “woke” mob gathered at every corner, pitchforks raised. Most behemoths, like Disney or Walmart, are able to pivot relatively easy by “stopping” and “listening” then releasing statements detailing that stopping and listening followed by a emotionally impactful commercials.
Others, like Big Tobacco or the Association of Whites-Only Country Clubs, have a rougher go.
Who will partner with them to get their message of health and wellness or inclusivity in front of a misinformed public?
Well, hope grew unexpectedly in micro-plastics factories to coal mines when the ultra-green World Surf League recently announced its pairing with Great Wall Motors, a Chinese manufacturer of inexpensive internal-combustion SUVs and trucks.
As previously reported, WSL APAC General Manager Andrew Stark announced, “World Surf League sees a great synergy in this new partnership with GWM. GWM produces vehicles that are robust and suitable for the outdoors and the surfing lifestyle so WSL sees it as a partnership that makes sense.”
Fantastic and imagine what organized professional surfing at the highest level could do for the tarnished image of child powered sweatshops, high-school-adjacent vape pen distributors or even community organizations like the Ku Klux Klan.
Riding a wave of change, indeed.