This piece of news epitomizes everything we know about the shift taking place. Of people taking charge of their social environments -online and offline.
To summarize, in Gilbert, Arizona, a "small yet vocal group" told the mall management that it did not want to see barely-clad women in larger-than-life size posters facing outside on the mall.
Others have slammed this as a prudish attitude. "Victoria Secret Sells Underwear people! What are they going to advertise, hand bags?" commented one. But the fact is, the hoi polloi can -and will- make demands. You may recall Abercrombie & Fitch discontinued a catalog when accused of treading into soft porn territory, and had also backed down and pulled offensive T-shirts before that.
On the other side of the world, in Australia, a coalition of consumer organizations has launched a "dump soda" campaign. This includes asking that the Coca-Colas and Pepsis "Stop selling sweetened beverages" around schools, and a broader call to cease marketing to those under 16 in print, broadcast, via product placement, on mobile phones, at athletic event, via packaging etc.
Victoria's Secret may not want to get into a 'values' face off. Parent company, Limited Brands, emphasizes social responsibility in terms of values such as: "doing what's right," "Being inclusive - in our thoughts and behaviors" and "Working for the greater good" -for the enterprise and the community.
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