Airbnb and Cause Marketing

Following his official proclamation early this year, Donald Trump, 45th President of the United States, made headlines all over the world due to his intense anti-immigrant stance. Understandably, a lot of sectors were outraged at his blatant discriminatory remarks. In response to this, several US-based companies went against Trump by publicly releasing statements criticizing the president. Others even went beyond just criticisms. Online vacation rental marketplace Airbnb is one such example.

Following Trump's remarks, Airbnb CEO Brian Chesky said that the company would offer free housing to refugees affected by Trump's travel ban. In decrying Trump's policies, Airbnb emphasized its company's core mission of creating a world where "anyone can belong anywhere."

I greatly admire Chesky's initiative. By supporting a particular cause which is both very timely and widely discussed all over the world, and by highlighting the company's core mission and values, Airbnb intentionally (or unintentionally) created a marketing wave all over social media, with millions of social media accounts and traditional news outlets sharing and reporting on the company's generous offer. In addition to this, as part of its anti-discriminatory initiative, Airbnb also requires its members to sign non-discriminatory policies while at the same time providing alternate housing for anyone denied accommodation due to race, religion or gender.

By strongly advocating its mission, vision and values, and by acting on it through several initiatives that are relevant to today's issues, Airbnb has managed to endear itself to the eyes of its potential market, and the world as a whole.