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BRANDS ● THE PURPOSE TRAP

Purpose is a fancy word for „identity slacktivism“

 

Ethical goods and moral identities are not as stable as religion or paradigms of rationality and humanism – but they still are fundamental. #FridaysforFuture, #metoo, or @therealdonaldtrump might not manifest one person’s lifelong identity, but for as long as they last, they matter substantially.

Until recently, ’brand identity slacktivism’ was sufficient. Simply putting a rainbow flag on the profile was enough. In the coming years, it won’t be sufficient anymore.

mttr

→ Brands and institutions need to either create ethical goods, or at least know how to connect to them. They should be aware that those values change. In the 21st century, no company or institution is perceived as unpolitical.

BRANDS ● THE PURPOSE TRAP

Purpose is a fancy word for 'identity slacktivism'


Ethical goods and moral identities are not as stable as religion or paradigms of rationality and humanism – but they still are fundamental. #FridaysforFuture, #metoo, or @therealdonaldtrump might not manifest one person’s lifelong identity, but for as long as they last, they matter substantially.

Until recently, ’brand identity slacktivism’ was sufficient. Simply putting a rainbow flag on the profile was enough. In the coming years, it won’t be sufficient anymore.

mttr

→ Brands and institutions need to either create ethical goods, or at least know how to connect to them. They should be aware that those values change. In the 21st century, no company or institution is perceived as unpolitical.