Capitalising on being ethical 

A few months ago I noticed just how popular being “socially aware” and “activism” in general was. And just how quickly companies were capitalising on this. You had Natwest – “supporting local businesses”,  Nescafé – “surprises for hard working mum’s”. And of course recently we had the uproar with Pepsi massively failing with their protest and collaborating with the police.

And although I can spend time explaining why this particular case is so wrong, I feel like it has already been explained (in a round about but still relevant way) here. Ultimately these companies are trying to capitalise on the work and struggle by oppressed people, without making any positive contribution themselves and trivialising and undermining the whole movement.

What it does highlight is the popularisation of these movements – being part of a protest is not seen as some super left thing to do that “normal” people should not take part in. Being ethical is seen as a requirement rather than an addition. It demonstrates a shift in society as a whole where we are expecting better and want to do better. Continue reading

Advertisements