Earlier this year BP came under-fire for the mismanagement of the environmental disaster caused by a BP Oil spill off the Gulf of Mexico. A campaign, UnF__k the Gulf was established as a way for consumers to display their disapproval at the actions of the transnational corporation. Watch the video below:
Please note that the clip below contains language some may deem inappropriate.
This video supports the argument that the consumer-mind is shifting toward a higher level of consciousness. Within a South African context we have a more apathetic consumer base, one that is not as preoccupied with the mechanics of value creation (a concern more readily associated with mature consumer markets,) however, the fact that there is a movement and a shift happening, should be reason enough to begin to take consumer perspective, as well as accountability for impact, into consideration.