Land o'Lakes abandons Native American logo : brand authenticity or virtue signaling? / Paul Olsen and Brandon Mitchell.

Format:

Book

Author/Creator:

Olsen, Paul, author.

Mitchell, Brandon, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Social responsibility of business--Case studies.

Social responsibility of business.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2022.

Summary:

This case is about Land O'Lakes President and Chief Executive Officer (CEO) Beth Ford and her company's decision to stop using Mia, a Native American woman, on its butter packaging. (Mia's iconic image had appeared on Land O'Lakes packaging for more than 90 years). While some welcomed the elimination of an image they viewed as a racist stereotype, others accused Land O'Lakes of corporate wokeness, virtue signaling, and bowing to political correctness. For her part, Beth Ford said the change was made to highlight the uniqueness of Land O'Lakes as a farmer-owner dairy cooperative. However, in light of the backlash, did Ford make the right decision given her company's commitment to community, social responsibility, and diversity and inclusion? Additionally, would consumers view the logo change as authentic or a cynical attempt at virtue signaling? Finally, how should she respond to critics of the change?

Notes:

Description based on XML content.

ISBN:

1-0719-3776-6

9781071937761

OCLC:

1417358665