Contagious Insight /
A positive symbol / Even though the blockchain marriage contracts are not legally binding, Björn Borg has created a powerful symbol for equality. Airbnb launched a similar idea last year, with its Until We All Belong campaign. The brand created a wedding ring that was broken as a simple of the gap in marriage rights. The home-sharing platform gave away hundreds of thousands of the rings to its hosts, guests and business partners to spread the message about the need for acceptance.
We all know that today’s consumers are looking for brands with purpose and launching a pro-equality campaign is one way companies can show they care. Björn Borg has made sure its efforts feel authentic by tying the message back to its Love For All positioning.
By increasing brand love, Björn Borg is laying the groundwork for positive business results in the future. According to Google, more than 45% of consumers under 34 years old say they’re more likely to do repeat business with an LGBT-friendly company.
Blockchain for change / The idea that marriages on the blockchain could be legitimate is not so ridiculous, considering that in Estonia the technology is being used to grant people citizenship in the government's e-Residency programme (the scheme is intended to make it easier to set up a business in Estonia). In light of this, the Marriage Unblocked platform is a credible conversation starter about how blockchain could facilitate real marriages.
