Fortune

THE PROS AND CONS OF POLITICS

Shareholders get justifiably nervous when a company takes a stand on a divisive social issue. But when the right brand sends the right message, the results can be good for sales and stocks alike.

YOU DON’T HAVE to watch Gillette’s recent commercial for long to realize it’s no typical shaving ad. There are no shots of blades gliding through lather or water splashing on a freshly trimmed face. Instead, the ad shows men standing up to bullies and sexual harassers, all part of a message about resisting “toxic masculinity.”

It’s more social plea than sales pitch—and

You're reading a preview, sign up to read more.

More from Fortune

Fortune4 min read
Is 42 The Answer?
A billionaire disrupter of the French telecom market had a radical idea: Build a computer programming school that has no books, no teachers, and no classes. Oh, and make it free. Six years in, has it worked?
Fortune13 min read
Racing In The Streets
SINGAPORE’S GRAB AND INDONESIA’S GO-JEK STARTED OUT AS SCRAPPY TAXI SERVICES. NOW THEY’RE EXPANDING INTO BANKING, GROCERIES, AND MORE—AND JOCKEYING TO OFFER THE TOP “SUPER-APP” IN SOME OF THE WORLD’S FASTEST-GROWING ECONOMIES.
Fortune12 min read
About Face
MARK ZUCKERBERG’S DORM-ROOM CREATION is worth half a trillion dollars, has 2.3 billion regular users, and dominates its corner of the online advertising industry because its ads are so effective. Now Facebook is under attack from regulators, competit