Gillette's new advertising campaign plays on its 30-year tagline "The best a man can get", replacing it with"The best men can be". The advertisement features news clips of reporting on

the #MeToo movement, as well as images showing sexism in films, in boardrooms, and of violence between boys, with a voice over saying: "Bullying, the Me Too movement against sexual harassment, toxic masculinity, is this the best a man can get?" The film, called We Believe: the Best Men Can Be, immediately went viral with more than 4m views on YouTube in 48 hours and generated both lavish praise and angry criticism. 1. What is the company's philosophyor mode of responsiveness?