London – In this week's microtrend, we examine how media brands are becoming empowered by Brandstanding and taking up causes that may be alienating.
From Cosmopolitan’s D&AD-winning cover that viscerally depicted an honour killing, to Vangardist magazine’s issue printed with HIV-infected blood, media companies are no longer shying away from taking a potentially polarising stance. While previously magazines such as Cosmopolitan would not want to alienate readers, these brands, among others, feel the time is now ripe to put their weight behind a cause.
‘It as an issue of social responsibility, rather than just a marketing technique,’ explains Mirza Sprecakovic, creative director of Vangardist.
The Big Picture: For more on how media brands are creating incendiary and empowering content, read our Mission Media microtrend.