UK household brands innocent drinks, Pukka Herbs and COOK are collectively showing their support for the Stop Hate For Profit campaign, by ‘pausing’ paid advertising on Facebook platforms and persuading more brands to join them.
They have joined a growing list of thousands of companies around the world actively removing advertising on Facebook and Instagram in July in protest against ‘hate speech and racism’ on the social media platforms.
With a combined Facebook and Instagram following of more than 900,000, Facebook helps these household names advertise and reach potential customers. In the absence of advertising on Facebook, by the end of July the brands will have missed out on a combined reach of more than 11 million people.
Beyond standing in solidarity with the Stop Hate for Profit campaign, the brands say they are united by ‘their shared passion for using business as a force for good’. Each is a B Corp – “Certified B Corporations are businesses that meet the highest standards of verified social and environmental performance,” according to the B Corporation website, which houses the brands’ independent assessments for all to see.
Instead of investing in social media during July, innocent drinks, Pukka Herbs and COOK are using this time to rally additional support for Stop Hate For Profit from the rest of the B Corp community, who also rely on Facebook and Instagram as an acquisition tool.
The marketing director of Pukka Herbs said: “We are proud to support the Stop Hate for Profit campaign. As a B Corp, we believe we have a responsibility to use our influence to drive positive change. We are talking to other B Corps, too, to build our collective voice to inspire the necessary change we hope will come. And we hope other businesses outside of the B Corp community are inspired to put purpose before profit and join this campaign.”
Pet food manufacturer Lily’s Kitchen is B Corp business.
