Good afternoon, Wednesday. I've got some sort of bronchitis situation but looking forward to these meds doing their thing and getting back to normal. But for today, I remain a sloth. Thank goodness for the binge watch.
So sometimes I deviate from my fashion/femmed up formula and get on my soapbox to stump for things that bug me. I was reading about Starbucks' new ploy to get people to talk about race. This week the super chain asked its employees to mark each cup sold with "#racetogether" in a bid to get people to talk about race. I suppose this is a nod to the tradition of coffee shops being a gathering place where people go to exchange ideas and engage in topical conversations between sips.
Sure it's a lovely idea in theory, but lately I've been wondering if I'm the only one missing brands just being brands, and not needing to be so "in service" to us when it comes to what we want to talk about, support, or do. I'm not sure why Dolce and Gabbana needs to censor their views (they are hardly the authority on parenting so who really cares) or why we need every brand to "stand for something" other than what they sell. I also wonder- is the reason I have "do good" fatigue may be because I'm a cynical Generation Xer who grew up with brands that lost their cred by "selling out"? To me, this is the worst form of selling out- why do we need brands to have halos over their trademarks anyway? Is it because they heard that that oh so important millennial base only responds to brands that aim to change the world, one coffee cup or iWhathaveyou at a time? I'm crying foul on all of it. I'm tired of the brand angel. Bring on the brand as brand.
Now there's a big difference to me with brands like Toms and Warby Parker who stand for doing good things for the world while we consume their products, and that's a wonderful platform to have. But does every brand have to feel responsible for our collective social responsibility? Can I just buy a pair of jeans that doesn't have a conscience or a latte without a point of view?
I understand that the collapse of our trust for government has much to do with our supposed desire to have big business save us all.
But to me, it's a sad day in America and the world when I need Starbucks, a multibillion dollar corporation to instigate a conversation about race. That is just pandering and transparent and way too hyper marketed for my tastes. . Sure I happen to work in marketing, but since we've been talking about authenticity for a good bit, shouldn't Starbucks put their money where their frapucccino is and hire a more diverse C Suite? I was just listening to a story on NPR that noted that most of the top execs there were- surprise- white men. Is it rich white guilt that makes Howard Schultz want to change the game but not really change it?I am not doubting Mr. Schultz had the best of intentions, but he's too far removed from his customers to understand how icky it all feels. I don't condemn his views, I happen to agree with them. But I'm not sure I need them to accompany my morning sugar free vanilla, and that's that.
The trend towards a more socially responsible corporate world is hard to be mad at, but to me, it's not much different than our favorite celebs of the 80s selling out to shill for Pepsi or otherwise. Why is the norm for brands to have values now that are empathic and compassionate? It feels so ridiculous to me. Boycotting Dolce and Gabbana is not going to change the world, nor is an overpriced latte, now with topical conversation starters. How about Starbucks just donate a proceed from every latte to civl rights organizations that can actually make a difference? Somehow that feels better than corporate vigilantism to sell more coffee, doesn't it?
Maybe you're like me and missing products that are just good not because they're "good", but because, well, they're good. , Leave the good and great deeds to the companies whose currency and culture are imbedded in these values, because I have to believe that millennials and the rest of us are smart enough to not want or need brands to get all Kumbaya on us. And really, I think the brand extension thing has gone too far- take last year's Cottonelle Refresh Lounge at South by Southwest- yes Cottonelle. The toilet paper. "Stopping by the lounge on your way to your next party? Join in the conversation with Cottonelle by “talking bums” to earn refreshing services, such as chair massages and hair and makeup touch-ups to keep you feeling clean and fresh throughout your day! " That's a direct quote, people. Can't we just wipe anymore? These branded "in service" ideas are feeling anything but clean, and particularly not fresh. It feels so desperate, and because of that, it feels insanely inauthentic.
At the core of it all for me is that perhaps I'm looking for government to take a bigger stand on what matters- at the local and federal level. If they are able to talk about these things in Washington and in our local communities, maybe then I can just get a really good latte again. To me, most brands make very bad (socially minded) bedfellows. Unless of course, they start from within.
Cause that's what's up this just give me the damn latte kind of Wednesday in the 718. Yours, in cynical soapboxes. XO