Why Brands should be Conscious of Socio-Economic Issues

Opinion has been divided over a controversial post recently published by a travel agency on behalf of Safari Collection, the group that owns Giraffe Manor. In the post, Giraffe Manor announced that it is opening in early June. However, the use of the controversial phrase “They’re opening just for Kenyans,” has not resonated well with people who feel it has racist undertones. This reaction is now more profound than ever considering the current state of race relations following the unfortunate death of George Floyd in the United States at the hands of a police officer. Floyd’s death and the preceding tragic demise of two other African Americans -- Michael Brown and Trayvon Martin -- sparked off a series of demonstrations across the world and ignited serious conversations about how African Americans are treated in the USA.

Like every other establishment in the hospitality industry, Giraffe Manor in Nairobi Kenya,

has borne the brunt of travel restrictions imposed by governments to curb the spread of Covid-19. The bulk of its clientele are foreign nationals who yearn for unique settings to enjoy their vacations. Obviously then, reaction to their controversial post was swift on social media as the public accused the hotel for being racist and harbouring business policies that intentionally lock out the majority in our society. The prevalent question being asked is why the proprietors are now keen on having Kenyans venture into their premises yet they have been in operation for over a decade?

The post has also rekindled talk of how most Kenyans are treated in several high-end establishments where it is believed that foreigners and people of certain races are prioritized more than locals in regards to service. This is referred to in many quarters as the ‘colonial mentality’, in reference to pre-independence Kenya when Africans were regarded as third class citizens and denied certain rights and privileges accorded to Europeans and to a limited extent, those of Asian origin.

The general public feeling is that the Manor, in the face of the dire economic climate brought about by the pandemic, felt that it has no choice but to open its doors to an unfamiliar clientele to survive these uncertain times. The post which has since been taken down is a clear example of how organisations can inadvertently be insensitive to the current social climate due to pre-conceived notions of what their messaging should contain and who their target audience is.

Brands have a responsibility to be aware of the possible impact their content will have on their immediate communities especially on issues to do with prejudice and social exclusion. Social media posts, especially those put up by third party agencies, should be subjected to intense editorial vetting by all parties involved. This helps omit incorrect information and words or phrases that might spark controversy.

Brands try their best to be objective when it comes to emotive subjects like ethnicity, sexual orientation and politics though most of them have taken a stand on the current race issue. They understand that in order to endear themselves to their target market, they have to be empathetic and appeal to them emotionally in respect to what their customers care about. This of course may have some short-term benefit by getting eye-balls to the establishment but this has to be weighed against long-term detriment vis-à-vis brand perception.

In as much as he says it was said in jest, Michael Jordan’s “Republicans buy sneakers too,” comment when asked to publicly support a democrat in North Carolina was prudent (he sent a private contribution). In Giraffe Manor’s case, their exclusivity had already made it difficult for them to connect with local Kenyans, no matter how much they try to attract them.

Mass unemployment coupled with stretched health systems and mental issues are taking their toll as uncertainty builds over what the future may hold. As medical experts grapple with the intricacies of the virus, chances are that we may be in this predicament for the long haul.

Therefore, brands are doing their bit to cultivate hope and togetherness through positive messaging and partnering with authorities to combat the spread of the disease which has so far infected over 6.9 million people and killed over 400,000. In light of this reality, the ill-written post has done little or nothing at all to help The Giraffe Manor - but it did enough to stoke anger amongst a population reeling under the harsh effects of the pandemic.

The unprecedented reaction to Floyd’s death has forced communities to confront the demons of racism and brands have realised they have a responsibility to react in line with the current mood and assist in mass movements. Whether the current embrace of Black Lives Matter across the world by significant brands like Apple and Amazon is cynical, expedient or honest will be proven over time. The fact is brands need to be cognizant and nimble enough to adapt to the issues that affect the communities in which they operate in.