Thinking
Do brands and politics mix?
The recent launch of Iceland’s manifesto, "Frozen Out," speaks volumes about how brands are doing more to shape culture - and society.
The past decade has seen brands across all sectors take up the mantle of 'purpose' as consumers become more socially and environmentally conscious.
Now, as Britain takes to the polls for the 2024 General Election, supermarket, Iceland, has set up its own soap box in the form of a new manifesto campaign titled, "Frozen Out".
"Frozen Out" aims to share monthly insights from its shoppers, covering more than their concerns about food prices and inflation. The manifesto will address not only address the cost of living, but a wide range of issues, from health and social concerns to education and the environment.
Iceland championing the concerns of its shoppers in this formalised way signifies a significant shift in how brands are influencing culture. Are we entering an era where businesses are now stepping up to bridge a gap that politicians have failed to cross by giving a voice to folk who feel unheard?
Is a business like Iceland the right channel for people to finally have their concerns heard by the government and will the supermarket's move spur more brands to mix their missions with politics? We're keeping watch to see how this campaign swings.
