The German Supermarket Edeka Made a Point About Inclusion
Mishal Omar — August 28, 2017 — Lifestyle
In a powerful stunt that made an important statement, the German supermarket Edeka took many of its products off its shelves for a day.
The stunt was created in order to make a statement about the rise in anti-refugee, anti-immigrant rhetoric that has been rising across Europe. Edeka decided to take away all of its foreign-sourced products from its shelves to show one small consequence of zero diversity in Germany. The result is a supermarket that is extremely sparse, with limited offerings and German signs that translate to "this shelf is quite boring without variety," "our range now knows borders," and "we will be poorer without diversity."
Rather than employing the use of statistics or news articles, this unique stunt gives consumers a more visceral reaction to the political statement Edeka is trying to make, by actually showing some consequences of limited diversity.
The stunt was created in order to make a statement about the rise in anti-refugee, anti-immigrant rhetoric that has been rising across Europe. Edeka decided to take away all of its foreign-sourced products from its shelves to show one small consequence of zero diversity in Germany. The result is a supermarket that is extremely sparse, with limited offerings and German signs that translate to "this shelf is quite boring without variety," "our range now knows borders," and "we will be poorer without diversity."
Rather than employing the use of statistics or news articles, this unique stunt gives consumers a more visceral reaction to the political statement Edeka is trying to make, by actually showing some consequences of limited diversity.
Trend Themes
1. Diversity Promotion - The trend of promoting diversity and inclusion within companies and industries, highlighting the benefits of multiculturalism and representation.
2. Activist Marketing - The trend of companies and brands using their platforms to make social and political statements and engage with current issues and movements.
3. Immigrant Advocacy - The trend of advocacy for immigrant rights and the representation and inclusion of immigrant communities in politics and business.
Industry Implications
1. Supermarket - An opportunity for supermarkets and grocery stores to promote diversity and multiculturalism in their products and marketing, and show their support for immigrant communities and their contributions to the industry.
2. Retail - An opportunity for retail companies to use activism and social statements as a marketing strategy, and provide support for diverse communities through inclusive hiring practices and representation in advertising.
3. Consumer Goods - An opportunity for consumer goods companies to prioritize diversity in their product offerings, and use their influence to promote inclusivity and representation in industries worldwide.
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