In a climate of the COVID-19 pandemic, in-person event cancellations, political polarization, and widespread conversation about social justice after the death of George Floyd just over a year ago, something changed. Consumers shifted from preferring to demanding accountability and action from the brands they support. 59% of Americans say it is no longer acceptable for companies to stay silent on social justice issues.
Over the last year, we’ve seen sustained and innovative engagement in social impact and cause across all aspects of sports and video gaming, including esports, the international professional competitions experiencing explosive growth driven by its young adult audience. Take a look at some recent traditional and esports cause marketing campaigns changing the game.