The purpose of positioning and actions cannot be to condemn a culture or a group

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Construct buildings. Therefore, purpose alone is not enough. Over the next few weeks, there is a huge opportunity for all brands, sponsors or not, to change perceptions about many consumers’ rights. This is achieved not just through information, position description and confidence in FIFA. Beyond the pitch Football and many other sports still have a long way to go in fighting discrimination against women, the LGBTQIAP+ community and other underrepresented groups.


When this happens, it's a massive cultural shift against lebanon mobile database human rights and free speech. It could be worse – as was the case with the media challenges at the 2018 World Cup in Russia, or the financial toll of the 2014 World Cup in Brazil. Prejudice and social vulnerability are everywhere (I know in some places the frustrations are even worse). It is also important to direct and measure our actions to the right places and target the right actuators.


Brands must understand that the challenges are structural and cultural. That said, in most cases these challenges are validated and supported by governments and key players, and the individuals inserted into this context are just the tip of the iceberg. In these moments, the role of brands is to take structural action.