However, there are changes on the tactics of marketing products as socially aware. Since many companies are already using the said strategy, competition is stiff in the market. Customers and clients are getting knowledgeable that social issues were used as channels of brand endorsement. With that, clients and customers usually choose products from companies who sponsored activities that improve the environment and the society. For example, when Jet Blue Airways sponsored activities for caring the environment, many travelers bought airline tickets from them. Hence, product endorsement through social awareness is no longer a shallow strategy used by companies but are taken seriously in developing a brand.
In this juncture, we would examine few campaigns relating to the said changes and analyze how advertisers and marketers think about and address consumers. Considering the way Nike endorsed its shoe products, there were many implications understood by some researchers. Nike shoes are endorsed through glamorous images of superstar athletes hiding real brutalities in the society. On the other hand, the government failed to place some trade barriers that would prevent companies that impliedly promote inequalities from trading within the economic system. In other words, the image of Nike is affected by the way the government allows various companies to sell their products under the pretense of quality and popularity but would eventually results to chaos and inequality in the society. For instance, the lack of trade barrier within the economic system would invite more transnational companies that pay low wages through business outsourcing. While it is true that Nike products are heaped with quality and popularity, but it actually exemplifies brutality linked to the way the government controlled the whole economic system.
In addition, the growth of Wal-Mart was viewed in its business prominence, nasty strategies, and aggressiveness in the market (Klein 422). In case of Reebok, it has hurried to benefit from the controversies of Nike by positioning itself as the principled shoe option (Klein 422). What Reebok did was that it gives high profile Reebok Human Rights Awards to activists who struggle against child labor and oppressive dictatorships. The problem is that Reebok produced its products the same way as Nike did and exercise unethical standards like paying less to its employees without the knowledge of the public. The public are keener in their observations of the activities of transnational companies which affected product advertising. Changes of advertising through social awareness were geared towards protecting company profile in terms of ethical and moral standards from the scrutiny of the public. Therefore, advertisers and marketers think about and address consumers by means of strengthening the moral and ethical profile of product owners or companies to make sure that it would not be tarnished with the publicity of unethical principles like human rights violations within company operations. This idea is in consonance to the reality that consumers or clients are looking for what a company fights for. Hence, advertisers and marketers are more concerned of developing brands that promotes solutions to social issues and eradication of inequalities in the society for the benefit of companies that hired them. The idea of advertising through social awareness is no longer performed without tangible results and intentional application in the society as a whole.