humanitarian crisis on the us why more brands aren’t · why more brands aren’t helping out with...

7/11/2019 Why More Brands Aren’t Helping Out With the Humanitarian Crisis on the US Border – Adweek

https://www.adweek.com/brand-marketing/why-more-brands-arent-helping-out-with-the-humanitarian-crisis-on-the-us-border/?view-all 1/11

ByRobertKlara(https://www.adweek.com/contributor/robert-klara/) | 57minsago

BRANDVALUES(HTTPS://WWW.ADWEEK.COM/CATEGORY/BRAND-VALUES/)

WhyMoreBrandsAren’tHelpingOutWiththeHumanitarianCrisisontheUSBorderCompaniesfacedifficultchoices—andthegovernmentisn’texactlymakingiteasy

GettyImagesConditionsattheU.S.BorderControlstationinMcAllen,Texas,onJune10.

Whenitcomestosocially-progressivecompanies,it’shardtofindonemoreprogressivethanVista,Calif.-basedDr.Bronner’ssoap.(https://www.adweek.com/brand-marketing/how-dr-bronners-is-taking-over-soap-dishes-across-america/)

7/11/2019 Why More Brands Aren’t Helping Out With the Humanitarian Crisis on the US Border – Adweek

https://www.adweek.com/brand-marketing/why-more-brands-arent-helping-out-with-the-humanitarian-crisis-on-the-us-border/?view-all 2/11

Family-owned,BCorporationcertified,thetop-sellingbrandoforganicpersonalcareproductsinthecountry,Dr.Bronner’sgives10%ofitsrevenuestocharitablecauses,maintainsstrictfair-tradepoliciesgloballyandinsiststhat“wemustrealizeourtranscendentunityacrossreligiousandethnicdividesorperish.”

Sowhenthenewsbrokeseveralweeksagoabouttheconditions(https://www.apnews.com/46da2dbe04f54adbb875cfbc06bbc615)enduredbyimmigrantchildreninsheltersrunbytheU.S.CustomsandBorderPatrol(CBP)—suchaschildrensleepingonbarecementfloorsanddoingwithoutnecessitieslikesoap,toothpaste,blanketsandevenfood—customersofDr.Bronner’s(whotendtobeasprogressiveasthebrand)beganclamoringforthecompanytodosomethingtohelp.Afterall,ifkidswereinneedofsoap,wouldn’titmakesenseforasoapcompanytogivethemsome?

CompanypresidentMichaelBronnerthoughtso.“Whenitcomestooursoap,[and]whenitcomestoacatastrophe,we’rethefirstcompanypeoplegoto,”hesaid.

Andindeed,Dr.Bronner’shasanestablishedtrackrecordofdonatingitsproductstopeopleaffectedbynaturaldisasters.

Butinthecaseofdonatinggoodstogovernment-runimmigrantshelters,Dr.Bronner’shitabrickwall.“Basically,welookedintoit,anditwasdifficult,”Bronnersaid.“Iknewtheyweren’taccepting[donations]—sowedidn’ttry.”

TheexperienceofDr.Bronner’sisapartialanswertoaquestionthat’sbeenloomingbehindtheinnumerablenewsstoriesaboutthedireconditionsinCBP-runborderfacilitiesinrecentweeks:Ifthere’ssuchadesperateneedforbasicsupplieslikebeddingandtoiletries,whyaren’tAmericancompaniesthatmakethosegoodssteppingforwardtodonatethem?

It’sareasonablequestiontoask.Afterall,legionisthestoriesofbrandsgoingtoimpressivelengths(https://www.adweek.com/brand-marketing/after-hurricane-florence-made-landfall-these-brands-quietly-helped-the-relief-effort/)toassistwithanynumberofhumanitariancrisesinthecountry.Inthewakeofthedisastroushurricaneseasonsof2017and2018,forinstance,Airbnbhostsopenedtheirhomesasshelters,UberandLyftofferedfreerides,WalmartsentbreakfastbarsandAnheuser-Buschdispatchedtrucksfullofcannedwater,tonamejustafew.

7/11/2019 Why More Brands Aren’t Helping Out With the Humanitarian Crisis on the US Border – Adweek

https://www.adweek.com/brand-marketing/why-more-brands-arent-helping-out-with-the-humanitarian-crisis-on-the-us-border/?view-all 3/11

Sowherearethesealtruisticbrandswhenitcomestowoefullyundersuppliedshelters?Whyaren’ttrucksfullofsuppliespullingupatthefrontdoors?Itturnsout,thereareseveralanswerstothatquestion,butthepredominantoneisthis:Thegovernmentitselfwillnotletithappen.

A149-year-oldobstacle

Itmaycomeasasurprisetocivic-mindedcitizens,buttheobstaclestandinginthewayofamelioratingthis21st-centuryproblemisa19th-century law.

TheAntideficiencyAct,(https://www.gao.gov/legal/appropriations-law-decisions/resources)whichhasbeenonthebookssince1870,prohibitsfederalagenciesfromspendingmoniesthatCongresshasnotallocated,aprohibitionthatincludes“acceptingvoluntaryservicesfortheUnitedStates,oremployingpersonalservicesnotauthorizedbylaw.”

Translatedtoeverydaycircumstances,itmeansthatCBPcannotacceptdonatedgoods,either.

“You’venailedtheprimaryfactoronwhy[brands]can’tdeliversupplies—they’renotallowedto,”affirmedMaryJoAlbinak,developmentdirectorfortheYoungCenterforImmigrantChildren’sRights,anonprofitadvocacygroupbasedinChicago.“CustomsandBorderProtectioncan’taccept[donations],andtheycan’tusethingstheyhadfunding[already]allocatedtopayfor.”

Theintentofthelawwas—andremains—anobleone:It’sdesignedtopreventabuseandkeepfederalagenciesfiscallyaccountable.ButtheinadvertenteffectsoftheAntideficiencyActcanfeelheartlessandabsurd.ResidentsofClint,Texas(siteoftheshelterwhosedireconditionsfirstmadeheadlineslastmonth)recentlyfoundthisoutafterdroppingofftoysanddiapersinfrontoftheCBPfacilitythere.AsreportedbytheTexasTribune,whichbrokethestory,thegroupwasdismayedtofindthefacility’sfrontdoorslockedandtheirdonationsleftoutside,ignored.

7/11/2019 Why More Brands Aren’t Helping Out With the Humanitarian Crisis on the US Border – Adweek

https://www.adweek.com/brand-marketing/why-more-brands-arent-helping-out-with-the-humanitarian-crisis-on-the-us-border/?view-all 4/11

MigrantchildrenheldindismalconditionsatCBP'sClint,Texas,facilityturnedintoamajornewsevent.

GettyImages

TheAntideficiencyAct’suncompromisingedgewassomethingRyanBermanfelt,too.Berman,anauthorandconsultant,alsorunsacompanycalledSockProblems,andasitsnamesuggests,thebrandsellssocks.Italsogivesatleast30%ofitsrevenuestobenefitavarietyofcharitablecauses.Sowhentheneedforbasicsuppliesatgovernment-runbordersheltershitthenews,Bermanwasamongtheentrepreneurswhotooknote.

“Oneofthebigitemsaskedforweresocks,”hesaid,“andIhaveacompanycalledSockProblems.SoIwantedtoexplorehowIcoulddomore.”

ButaftermakingafewinquiriesaboutshippingsocksdowntoTexas,Bermanlearnedthathewouldn’tbedoingmore.“Theproblemisthere’salawintheway,”hesaid.

It’spossiblethatthelawmightnotbeinthewayforever.Atpresstime,CongressmanChipRoy(D-Texas)hadjustintroducedaHousebillcalledtheCharitableDonationsFreedomAct,whichwouldamendtheAntideficiencyActtopermitCBPtoacceptthegoodsthatpeoplewanttogive.Inastatement,Royexplained,“WhenAmericanswanttodonategoods—diapers,toys,toothbrushesoranythingelse—theyshouldbeallowedtodoso.”

It’sanyone’sguesshowRoy’sbillwillultimatelyfareinadeeplydividedCongress,butinthemeantime,thestockofsuppliesinCBP-runsheltersmayimproveinlightofthe$4.59billionsupplementalspendingbillsignedbythepresidentonJuly1.Forallthatmoney,however,only$905millionofitisdestinedfortheCBPtobuildmorehousingfacilitiesandprovidefor

7/11/2019 Why More Brands Aren’t Helping Out With the Humanitarian Crisis on the US Border – Adweek

https://www.adweek.com/brand-marketing/why-more-brands-arent-helping-out-with-the-humanitarian-crisis-on-the-us-border/?view-all 5/11

essentialslikefoodandclothing.Andgiventhesheerscopeoftheimmigrationcrisis(inrecentweeks,upwardof4,000peopleadayhavecrossedtheborder),theneedforsuppliesinsheltersislikelytoendure.

Howcompaniesarehelping—veryquietly

Sincethedoorstothosesheltersremainclosedtodonations,anumberofcompaniessensingtheneedforinterventionhavegotteninvolvedinotherways—notably,quietonesthatarenotannouncedinpressreleases.AnumberofNGOswithlongstandingexperienceinhelpingimmigrantshavereceiveddonationsoflatefrombrands.Someofthemarehouseholdnames,mostofthemarenot.

Forinstance,theYoungCenter,whichprovidestrainedchildadvocatestohelpchildrenindetentionwithneedsincludingfindinghousingplacementandnavigatingimmigrationcourt,hasreceivedsupportfrompackaged-goodsgiantUnilever,Chicago-areabrewery5RabbitCerveceríaandanumberofothercompanies—mostlysmaller,localones—thatitisnotatlibertytoname.

AccordingtoAlbinak,“thereisawillingnessonthecorporatelevel”todonatemuch-neededsuppliesdirectlytoshelters,butsince“that’snotsomethingthat’spossible,”thecompaniesmakefinancialcontributionstogroupslikehersinstead.

Foritspart,Procter&GamblehasbeenworkingwithgroupslikeSavetheChildrenandMatthew25:Ministriesto“provideanincreasedlevelofhumanitarianaid,”saysP&GvpofglobalcommunicationsDamonJones.

Granted,supportinganadvocacygroupwon’tdeliversoap,beddingandtoothpastetothefrontdoorsoftheCBPshelterssoobviouslyinneedofit,butit’sthesortofaidthatcompaniescangive.Andtheattitudeseemstobethatsomehelpisbetterthannohelp.

What’smore,asBronnerpointedout,afinancialcontributiontoanNGOislikelyamoreefficientwaytodothegreatestgood.

Dr.Bronner’ssupportsagroupcalledtheRefugeeandImmigrantCenterforEducationandLegalServices(RAICES),andMichaelBronnerbelievesthat,inacaselikethis,itmakesmorelogisticalsense.Forallthemoneythathiscompanywouldtheoreticallyspendon

7/11/2019 Why More Brands Aren’t Helping Out With the Humanitarian Crisis on the US Border – Adweek

https://www.adweek.com/brand-marketing/why-more-brands-arent-helping-out-with-the-humanitarian-crisis-on-the-us-border/?view-all 6/11

shippingsoapandthenfiguringouthowtodistributeit,“let’sgivethemoney[instead]andtheycanbuynecessities,”hesaid.

Andwhilepoorlystocked,government-ownedsheltersaretheonesthathavemadethenewsoflate,thereareprivatelyrunmigrantsheltersthatwillaccepthelp.

WhenBermanlearnedthattheMigrantFamilyShelterrunbytheJewishFamilyServiceofSanDiego,whichservesmigrantswhoarereleasedintothecountryafterprocessing,wasinneedofsocksforthe200-pluspeopleitservesdaily,hesentthemashipment.EventhoughdroppingoffsuppliesataCBPshelterwon’twork,Bermansaid,“brandscanstillgetinvolved.”

Whyaren’tmorebrandssteppingup?

Indeedtheycangetinvolved,butthefactthattheefforthasbeenbothlimitedandquiet—certainlycomparedtothemediablitzesthataccompanythereliefeffortsfornaturaldisasters—raisestheissueofwhymorebrandsaren’tinvolved,andfortheonesthatare,whytheyarekeepingitquiet.

Granted,noteverybrandhasflownbelowtheradar.Astheimmigrationcrisisbeganheatinguplastyear,apparelbrandslikeSupremeand3sixteentooktoTwittertodenouncethepracticeofseparatingimmigrantchildrenfromtheparents.Bothbrandsalsomadepublictheirpledgestodonateaportionofsalestorelatedcharities.

“Thetreatmentofimmigrantsbyourcurrentadministrationhasbeenbreakingouthearts,”3sixteensaidonTwitter.

7/11/2019 Why More Brands Aren’t Helping Out With the Humanitarian Crisis on the US Border – Adweek

https://www.adweek.com/brand-marketing/why-more-brands-arent-helping-out-with-the-humanitarian-crisis-on-the-us-border/?view-all 7/11

Morerecently,onJuly25,HighlightsmagazineCEOKentJohnsontooktoTwittertodenounce(https://twitter.com/Highlights/status/1143572539358240774)theseparationofimmigrantchildrenfromtheirfamilies,apracticethatchildwelfareadvocatessayhascontinueddespitetheexecutiveorder.

“Thisisnotapoliticalstatementaboutimmigrationpolicy,”Johnson’stweetreadinpart.“Thisisastatementabouthumandecency,plainandsimple.”

Highlights@Highlights

At Highlights, our core belief is that children are the world's most important people. In light of the reports of the living conditions of detained children & threats of further deportation & family separation, here is a statement from our CEO Kent Johnson. #KeepFamiliesTogether

59.8K 1:31 PM - Jun 25, 2019

26.2K people are talking about this

7/11/2019 Why More Brands Aren’t Helping Out With the Humanitarian Crisis on the US Border – Adweek

https://www.adweek.com/brand-marketing/why-more-brands-arent-helping-out-with-the-humanitarian-crisis-on-the-us-border/?view-all 8/11

Thatsameday,AmandaSourry,presidentofUnileverNorthAmerica,usedherpersonalaccounttotweet:“Reportsoffacilityconditionsformigrantchildrenaredeeplydisturbing.CBPprocessingcenterscan’ttakeproductdonations,butwe’reextendingoursupportto@TheYoungCenterand@LIRSorgwhoareadvocatingforthecareanddignityofmigrantchildren.”

Savefortheseexamples,however,there’shardlybeenaclarioncallforshelterreformfromthebrandsofAmerica,throughpressreleasesorpublicstatementsaboutthecrisisitselforannouncementsofthefiscalsupportbrandsaregivingtoNGOs.Why,forexample,hasProcter&Gamblenotbeenmorepublic?

Amanda Sourry@AmandaSourry

Reports of facility conditions for migrant children are deeply disturbing. CBP processing centers can’t take product donations, but we’re extending our support to @theYoungCenter and @LIRSorg who are advocating for the care and dignity of migrant children. npr.org/2019/06/24/735…

17 2:01 PM - Jun 25, 2019

See Amanda Sourry's other Tweets

Migrant Children Moved From Border Patrol Center Aft…Reports of children detained in crowded and unsanitaryconditions long beyond the maximum legal limit havenpr.org

7/11/2019 Why More Brands Aren’t Helping Out With the Humanitarian Crisis on the US Border – Adweek

https://www.adweek.com/brand-marketing/why-more-brands-arent-helping-out-with-the-humanitarian-crisis-on-the-us-border/?view-all 9/11

“Therearetimeswhenwedrawattentiontoourinvolvementandothertimeswhenwedon’t,allowingouractionstospeakforthemselves,”P&G’sJonesexplains.“Centraltothisisaconsiderationfortheimpactsuchcommunicationmighthaveonthosebeingservedandwantingtoavoideventheappearanceofexploitation.”

Fearofaworthycause

Giventhethinlinethatoftenseparatesaltruismfromopportunism,Jones’pointisalogicalone.Talktopeopleclosetotheimmigrationissue,however,andanotherreasonemergesforwhymorecompanieshavenotgonepublicwithstatementsaboutimmigrationorsimplychosennottogetinvolvedonanylevel:Therearesolid—ifhardtodiscuss—reasonstosteerclear.

LarryChiagouris,amarketingprofessoratPaceUniversity’sLubinSchoolofBusiness,pointedoutthat,forbrands,thereisamajordifferencebetweenaneventlikeanaturaldisasterandthecurrentdebacleatbordershelters.Bothqualifyashumanitariandisasters,butthedemographicscouldn’tbefurtherapart.Acompanythathelpsahurricanevictimmightwellwinthatpersonoverasacustomerlateron.Thesameprobablycan’tbesaidforakidstuckinadetentioncenter.

“Whenwetalkaboutcausemarketing,”Chiagourissaid,“wehavetoaskourselvesthequestion:Whoarethecustomers?Notthefolksattheborder.So,No.1,that’sacriterionthatfailstobesufficientlymetforabrandtogetinvolved.”

Butit’sprobablethatbrandsareaskingthemselvesanotherquestion,too:Iscourtingcontroversyworthit?Evenifacompanyacceptstheargumentthatmigrantchildreninneedandindetentioncentersareanissuethatsupersedespolitics,theircustomersmaynotacceptthatargument—andit’shardtofindatopicaspolarizingrightnowasimmigration.

“Becauseofthatpoliticaldivide,brandsdon’twanttotouchitbecausetheyknowthey’llgetalotofangerfromstockholders,employeesandcustomers—allthree,”Chiagourissaid.“That’satthecenterofeverythinggoingon.NotforamomentwouldIsaythisisn’taterribletragedy.Butwhenyoudigintoit,it’snotafitforanyparticularbrand.That’swhythey’renotsteppingup.”

7/11/2019 Why More Brands Aren’t Helping Out With the Humanitarian Crisis on the US Border – Adweek

https://www.adweek.com/brand-marketing/why-more-brands-arent-helping-out-with-the-humanitarian-crisis-on-the-us-border/?view-all 10/11

GraceMeng,aseniorresearcheratHumanRightsWatch,venturesthatanissuelikehelpingoutimmigrantkidsmightnotbeastouchyanissueasitiswereitnotfortheuncompromisingstancethattheWhiteHousehastaken.

“The[federal]agenciesandtheadministrationhasnotapproachedthisasahumanitarianproblem,”hesaid.“It’sapproachedas:Wemuststopthesepeoplefromcoming.”

Missingachancetolookgood

Whilebrandsmightfeelthatit’ssafertositthisissueoutcompletely,it’salsothecasethatplayingitsafealsomeansmissinganopportunity.AccordingtoMeredithFerguson,acause-marketingexpertandmanagingdirectorofconsultancyDoSomethingStrategic,whenitcomestoatopiclikekidsindetention,“youngpeopledon’tseethisasapoliticalissue.”Whilebrandsmayseektodistancethemselvesfromanyissuelikelytopopupintheupcomingpresidentialdebates,“smartbrandsrealizethat’snotthewaytodoit,”shesaid.“Youngpeopleareexpectingthemtotakeaction.”

Itfollowsthatyoungerconsumersarealsowillingtopunishbrandsthatshrinkfromtakingstands,aswasrecentlydemonstratedwhenemployeesofWayfairwalkedouttoprotestthecompany’ssaleof$200,000worthoffurnituretoacontractorthatrunssheltersformigrantchildren.(Recently,oneadvertisingagency,Ogilvy,feltasimilarsting(https://www.adweek.com/agencies/ogilvy-leadership-confronts-employee-upheaval-over-customs-and-border-protection-contract/?utm_content=position_1&utm_source=postup&utm_medium=email&utm_campaign=BreakingafterstafferslearnedofitsrelationshipwithCBP.)

BackinVista,Calif.,Bronnercanprettymuchbeassuredthatnobodyisgoingtoprotesthisbrand,whichhetriestherunthewayfounderEmanuelBronnerwouldhavedone.

“OurcompanywasfoundedonaphilosophymygrandfatherdevelopedinresponsetohisexperiencesintheHolocaust:needingtobreakdownbarriersthatkeeppeopleapartandtorecognizethatweallshareacommonhumanity,”hesaid.

7/11/2019 Why More Brands Aren’t Helping Out With the Humanitarian Crisis on the US Border – Adweek

https://www.adweek.com/brand-marketing/why-more-brands-arent-helping-out-with-the-humanitarian-crisis-on-the-us-border/?view-all 11/11

RobertKlara(https://www.adweek.com/contributor/robert-klara/)@UpperEastRob(http://twitter.com/UpperEastRob)

RobertKlaraisasenioreditorforAdweek,wherehespecializesincoveringtheevolutionandimpactofbrands.

(https://www.adweek.com/)