Episode 4

In this episode of Brand Activism Chronicles, the hosts discuss the role of technology in driving social change through brand activism. They give examples of how brands in different countries are leveraging technology to advocate for various causes, such as sustainability and environmental responsibility. Guinness in Ireland uses AI-powered monitoring systems and smart packaging to optimize their operations for sustainability, while Sony in Japan incorporates technology into their electronic products to minimize waste and energy consumption. In the Netherlands, Heineken and Albert Heijn use social media platforms and apps to encourage responsible drinking and promote sustainable products. Overall, technology has transformed the way brands engage with audiences and effect positive change. Welcome to Brand Activism Chronicles, where we explore the ever-evolving landscape of brand activism and its intersection with technology. I'm your host, Mace, joined by Koho's team from Ireland and Riko from Japan, and in today's episode we're diving deep into the role of technology in driving social change through brand activism. From digital campaigns to social media movements, technology has transformed the way brands engage with audiences, particularly in the realm of activism. In the Netherlands, for example, brands are harnessing the power of digital platforms, apps, and innovative marketing strategies to amplify the voices of youth activists, support social causes, and drive meaningful impact. Join us as we explore the dynamic relationship between technology and brand activism all around the world. We'll uncover inspiring examples of how brands are leveraging technology to advocate for environmental sustainability, racial justice, LGBTQ rights, and more. From virtual events to interactive campaigns, we'll examine the strategies that brands are using to connect with audiences, spark conversations, and effect positive change. Whether you're a marketeer, a consumer, or simply curious about the intersection of technology and activism, this episode is for you. So sit back, relax, and let's embark on a journey into the world of technology-driven brand activism. Welcome to our fourth and final episode of Brand Activism Chronicles. So Dean, Rico, welcome back to our fourth and final episode already. Are you excited? I'm excited. I'm excited. I'm going to miss these little conversations we had and exploration about other cultures and brand activism. Oh, yeah. I'm really enjoying it. Yeah? Yeah. It's cool. Okay. So now for the final episode, we're going to talk about technology. So in today's digital age, technology has become a powerful tool for brands to engage with audiences, particularly in the realm of activism. So for example, from interactive platforms to immersive experiences, brands are leveraging technology to amplify the voices of young activists and catalyze social change. Did you guys find any examples from your own country? So Dean, starting with you, from Ireland? I did indeed. Just like the last episode, we'll be talking about Guinness, the famous toast that we all love. So what Guinness have done, they've implemented various sustainability initiatives, including they've reduced their water usage, their energy consumption, and their waste in their brewing process. So when they're developing a beer. In their technology integration, they use new things, as in AI-powered monitoring systems and smart packaging to optimize its operations for sustainability. So for example, the brand utilizes AI algorithms to analyze the data and identify opportunities for efficiency improvements throughout its supply chain. And then I think it's good because just for the impact, with them using integrating technology and it's in sustainable efforts, Guinness demonstrates their commitment to their environmental responsibility and engages their consumers through this brand activism initiatives. So just like we were talking in the very beginning, it's good because they're talking about sustainability which I know for a lot of the consumers, or the stakeholders, they might care about sustainable world, green planet, wanting things to be going well. So it's good to see that Guinness, being such a big company, are now implementing all this stuff, using technology, leading to the future of it, making it better. So I think that's an example from Ireland anyway. So you mentioned Guinness again. You really like the beer? Guinness is like one of the main players in brand activism in Ireland. I won't say it's a main player, it's definitely a big player. Because like I talked about in the last episode, it actually does do some stuff. I was saying it done like the youth initiative for the last one, for the youth activism. But here it's just, obviously it's just, Ireland is known for Guinness, simply that. I drink it, everyone I know drinks it, and pub culture is really big, so it's around everyone. The Guinness storehouse is a big, everyone goes to it. Actually, that's the perfect thing, because the Guinness storehouse is where you go and see where it's made, where it's brewed, and where it's packaged and stuff. So just what I've been talking about there, and how they are bringing in these new initiatives to see how it's packaged, using the technology for the future of it. It's actually interesting, because I could go and see it first hand if I wanted to. And then in regard for the activism, you know what I mean, it's letting the people know that they're being sustainable, and they want to change. Because I feel like, because Guinness is also pretty known in the Netherlands, I think. I think in every city there's almost like an Irish pub. But do you feel like, did it become so popular because of this participation in the brand activism world? I feel like they don't really need it. No, no. If they want to do it, people would still drink it. For sure, for sure. I think they're just doing it for the sake of, like a lot of people want to clean their planet. So there will be a lot of people that, I mean like many things, obviously cost effective is a big thing as well. They want to contribute. If you can contribute, because the Irish are such a big, they're massive. They're very big. Watch your mouth. Yeah, no, I feel like they just do it for the sake of, to join in. That's my guess. Like every brand is doing it. Why not? It makes for the stakeholders, the viewers. Personally for myself, I just drink it because I like it. But it is good to see that they are doing things for sustainable. Because the world it is, we should be becoming more sustainable. Okay. What about you, Rico, in Japan? Because I feel like, no, I don't feel like anything because Japan, look, Ireland is for me, from the Netherlands, a little close to home. So it will be interesting to hear about Japan because it's so far away. We don't like read about it much. Do you have any examples from technology with brand activism in Japan? Yeah. It's from Sony. Sony is Japanese, right? Japanese company, electronic devices, some music things. And they're using technology for the power, energy. To minimize waste and energy consumption in its electronic products. Okay. Okay. And is that using AI? Yeah, also. AI power, power products. Oh, okay, cool. It's because here in the Western world, AI has made really big steps for the last years, right? Is that also the same case in Japan or where you're already advanced before? It's not advanced, like... It's not? No. No? It's more behind, I would say. So you feel like the Western world is really more progressed in it? And yeah, technology and AI and everything. Okay. And then what you're talking about with Sony, what's their impact that happens with it? They're incorporating technology into a sustainability initiative. Sony demonstrates its commitment to environmental responsibility and encourage consumers to make more eco-friendly choices when purchasing electronic products. So Sony is also a big company in Japan, like as Guinness in Iran. So they maybe have a responsibility to use those technologies for environmental sustainability. To take an initiative. Have you seen, just because I'm curious regarding to Sony, have you seen anything where Sony has done before in Japan where they've had activism, I don't know, where they've been intertwined with it before? Yeah, I've never seen from Sony, like such a brand activity, like big, public, like, advertisement or something. So like you said in previous episodes, it's still not really a thing, but they are getting there now. Yeah. So they're trying with the technology. They're starting, yeah. Okay, that's interesting. Yeah, so I found some examples myself from the Netherlands. They're not like, I think, pretty basic ones. I think also the Netherlands are not really like a big player on that. You know, I have a bear brand as well. You know, Heineken, of course. You have one before? Of course, yeah. I have more than one. So they, I think they're like now the biggest, even biggest beer brand in the world. They just use like their social media platforms as Instagram, Twitter, Facebook for the socialized responsibility campaign. Yeah, where they obviously sell alcohol, but we all know like that it's not very good for you. So they just use their channels to get people aware to drink it, but not too much. So it involves user-generated content, influencer partnerships, and interactive challenges that encourages young people to share how they socialize responsibly. So they would just, they would drink the beer, post it online, and get people aware that you can also drink alcohol responsibly, not only for the, like the drugs. We have also, we have Albert Heijn, the blue supermarket. You, yeah, close to your home here. They have like this app where they encourage young people who are not really uh, how do you say it? Have a lot of knowledge from the world and about sustainability. And they use the technology to give the people options to buy sustainable products in the supermarket. So they're like menus of dishes and they will give you by, with algorithm as well. If you have searched it up before and liked some of the dishes, yeah, the technology will give you another recommendations on what to buy next, because maybe the app will see if you like that, you like that, you know what I mean? So yeah, Albert Heijn does it as well. Yeah, there, so those are some examples from the Netherlands. So thank you guys again for, yeah, it was the last time we were in this setting together. I hope you enjoyed the, like, changing experience from our own country. So yeah, as we draw the curtains on another insightful episode of Brand Activism Chronicles, we were reminded of the boundless potential that lies at the intersection of the We were reminded of the boundless potential that lies at the intersection of technology and activism from the Netherlands to Ireland to Japan. We just heard, I want to thank you for listening to this four episode series of Brand Activism Chronicles. I had a really great time. I, it's exciting for me to hear about examples and cultural differences from Ireland and Japan as well. I don't know how you looked at it. Oh, I think I thoroughly enjoyed it. Very fun. Because it's just open discussions with each other, learning about each other at home. And I've been talking about examples from my home as well. And it's exciting. You know, I'm a bit of like intercultural awareness from that stage. I mean, becoming aware of each other and talking about Brand Activism. I've enjoyed it. Yeah. You like this one Rico? Because Brendan, it's pretty new for you, right? Yeah, it was really new. And yeah, I didn't know about, like, even the Japanese examples. So it was hard for you to find them, right? Yeah, it was interesting. Okay. Well, thank you again for joining me on this podcast. And I'll see you again soon. Thank you. Thank you. Bye.