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Should LVMH Have Taken a Stand with Pro Palestinian T-Shirt?

Updated: Apr 8

The Heart Monitors, a new strategy and insights consultancy dedicated to uncovering the feelings behind the facts driving public opinion and shifting consumer behaviors sought to delve into the decision by Bernard Arnault’s LVMH luxury conglomerate’s flagship brand Louis Vuitton and its head designer Pharell to launch a t-shirt apparently supporting the Palestinian cause.

So how did people feel?

The general population expressed that they felt  somewhat indifferent to LVMH’s decision to create a Palestinian branded t-shirt-in apparent support of the cause (37% ), but many had positive feelings as to this initiative with top feelings expressed being sympathetic, happy and inspired contrasting less intensely felt feelings of  confusion and anger.


These feelings are further reflected in the split in agreement that Brands should take a stand (53% vs. 47%)


Gen Z was far more supportive of the initiative with a 2/3 agreement ( 65%)  expressing agreement that brands should take a stand on Gaza.  


While Gen Z expressed feeling “confused” and “surprised” overall positive feelings of “joy,” “Inspired,” and “sympathy” were expressed.  

When we asked  “What is your personal opinion on luxury brands like LVMH; Dior; Chanel; etc. taking sides on political issues?, aside from the over 60 year old’s, there was very strong support across the boards in open-ends. Gen Z sees that brands have and should use it to influence people to incite change. Millennials  were also supportive but see brands like people with the right to free  expression. Some, like Gen Z,  make the point of brand’s responsibility to help those in need as powerful entities and even more so as “brands for the rich” helping the oppressed. Gen X was less fervent but also rather supportive of the idea seeing, however, this should not be for monetary gain.

Gen Z (18 - 26 year olds)

Brands have the power to incite change.


"They should involve since they have money and fame to make a change."

Hispanic male, 22


“We already don’t have a lot of celebrities speaking up about the issue. So it’s great to know that we have some brands that stands for what’s right.”

Black female, 22


“I don't care if they take sides as long as they put their money where their mouth is. They have a huge influence and reach and they can change things if they choose to”

White female, 23

“Luxury brands have a lot of influence on people. This influence causes people to take a biased stance on concepts they don't understand.”

White male, 20


Brands should not be opportunistic.


"I think it is messed up to try to profit from human suffering.  Even if some of this money is donated most of it is going to the CEO's pocket."

White female, 22


"They're opportunistic companies making money on the conflict."

Black male, 23

Millennials (27 - 39 year olds)

For some it is a matter of "free speech."

I think it’s fine. Brands create clothes which is art. You can’t censor art.”  White female, 35

“I am a proponent of free speech.”  Black male, 28


Brands should use their power.


I like it. The powerful companies can make a positive impact. White male, 29

They should do so because it is the right thing to do.


“In general; I believe it is okay for any brand to take stances on social or political issues. High-end luxury brands are no exception. Some profit should go to the cause.”  White male, 32


“I agree when it's a human rights issue”  White female, 32


“They reflect the privileged class and should support the oppressed class”  Asian male, 34


“I think it important for brands/companies to take a stand on issues like Gaza”  white male, 37


“It’s bold and sends a clear message about the customer base.”   White male, 38


Gen X (40 - 58 year olds)

While many agree that  “brands should stay out of politics,”  a strong minority like that brands should “share their opinion” for the greater good. They also voice that proceeds should go to support the cause


I think it is a brilliant marketing technique. I support it.”  Black male, 42


“I think they should express themselves” White male, 45


“I feel that they can make a difference of helping people without profit “   White female, 49


It’s bold and sends a clear message about the customer base.- Hispanic female 45


60+ year olds

For the over sixty, there is overall a bigger feeling of disdain.


“ I am buying a shirt; not a political opinion. If you want to force your opinion on me; I will take my business elsewhere a la Disney” White male, 61



Our take 

Brands must recognize that capturing and inspiring feelings is essential not only in cause marketing but also across all aspects of their operations to remain relevant and connect with consumers, particularly the feelings-driven Gen Z demographic who we like to call  the "feelings generation."


In the context of the Louis Vuitton Palestine t-shirt initiative, brands like LVMH must go beyond superficial engagement and demonstrate a genuine commitment to the values and causes that matter to their audience.

By tapping into intense feelings  surrounding social and political issues, brands have the opportunity not only to garner support and loyalty but also to inspire meaningful action and change among consumers which requires  a deep understanding of the diverse perspectives and feelings within their target audience.


To win in today’s emotion economy, brands must identify, elicit and then own the  feelings that align with their values and resonate with their audience. By doing so, they can forge stronger connections, drive positive behaviors, and ultimately maintain relevance in an increasingly feelings-driven consumer landscape.

About The Heart Monitors

The Heart Monitors is a new type of strategy and insights consultancy focused on the idea that feelings are the new currency that drive sharing, identification and adhesion to messages. There are twenty emotions and over two thousand feelings. The Heart Monitors looks behind the headlines, pop culture, and controversies to unearth the feelings behind the facts™ to shift hearts and minds for causes and brands through our proprietary tech driven research stack.

Contact us to discuss your all of strategy and marketing research needs: upfront insights work, message testing, creative executions, brand and nonprofit strategy engagements, white space and innovation work, and building custom research panels.


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