Can Brands Really Make the World Better?
A Critical Analysis
I recall a time when there was a push in the zeitgeist of the branding world to “make the world better.” It’s an almost self-evident idea that no one could oppose. But what does making the world better even mean? Who wouldn’t want to do that? Why should they? Are they the right vehicles for such a job? Can brands succeed at such a noble endeavor?
Let’s delve deeper into these questions, with the title query as our culminating point.
Understanding ‘Making the World Better’
What does ‘making the world better’ mean? This becomes a most difficult question without a universally agreed-upon value system to measure against. If we consider long-standing and uncontroversial axioms like the golden rule and “love your neighbor,” we can begin to explore the potential of brands in contributing positively to our world.
Who Wouldn’t Want to Make the World Better?
Sadly, not all entities act with good intentions. Some businesses, even those that have evolved into well-known brands, engage in practices that detract from our global well-being. This reality moderates our expectations but doesn’t negate the potential for other brands to contribute positively.
The ‘Why’ Behind Brand Responsibility
Brands, as conglomerates of working people, share in humanity’s collective existence. Aligning with the golden rule is not only in a brand’s self-interest but also aligns with a more foundational value of intrinsic good. However, it’s essential to remember that brands, unlike people, cannot genuinely embody love. Yet, striving for positive reciprocal brand-audience interactions remains a worthy pursuit.
Are Brands Suitable Agents of Change?
In a world heavily influenced by branding, the potential for brands to affect our quality of life is significant. Many argue for their obligation to do so. While I wouldn’t assert an obligation, there’s a strong case for ethical consideration in brand operations, especially when profit and ethics conflict.
The Reality of Brand Efforts Towards a Better World
Brands like Patagonia, Ben & Jerry’s, Tesla, and Beyond Meat claim to better the world. While measuring their impact is challenging, it’s clear that even self-interested good deeds can lead to positive outcomes. We must, however, temper our views on the altruism of such brands, recognizing the strategic element in their actions.
Social Media Brands: A Unique Potential
Social media giants, though incapable of love, have a unique ability to foster neighborly love among users. Imagining a world where social brands prioritize this ethic in their mission could lead to a more harmonious online environment. This potential is vast, yet it’s tempered by the reality that online conflict often translates to business success.
Can Brands Make the World Better?
The answer is a resounding “Yes!”. With a foundation in the golden rule, even opportunistic brand actions can yield global benefits. Social media brands, in particular, have a unique position to promote transformative values among their users. While the golden rule maintains peace, actively promoting love among neighbors could indeed change the world for the better. With brands embarking on this journey, the possibilities for positive change are limitless.
Jason Paul Guzman is a partner at the branding, design and web agency Trasaterra in New York City. Trasaterra’s creative philosophy and methodology is rooted in audience attraction through brand authenticity.
