How can brands try to influence social norms?

Abstract

This thesis explores how brands can influence social norms. Through detailed case studies of the American Tobacco Company, Nike, Patagonia, Yves Saint Laurent, and Viagra, it examines the various tactics employed by these brands to challenge and reshape societal perceptions and behaviors related to gender roles, athleticism, sustainable consumption, fashion, and sexual health. Key strategies include leveraging the brand's legitimacy and authenticity within its industry and previously set social norms, creating aspirational figures and personas, employing multifaceted messaging across visual, auditory, and semantic channels, and targeting individual consumers to effect collective change. The thesis also explores the ethical implications of brand influence on social norms, acknowledging the potential for both positive social change and the promotion of harmful behaviors. Ultimately, this research argues that while brands can indeed ride the waves of existing social trends, they also possess the power to actively shape the direction and pace of norm evolution through their actions and messaging. As such, the thesis underscores the importance of critical reflection on the role of brands in society and the need for responsible wielding of their influence.