PROGRESS REPORT

ISSUE #127

To Follow or Not to Follow: Rethinking the Value of the ‘Always-On’ Brand

I started 2025 with a broken neck.

Not literally, of course (thank god!)—figuratively. My whiplash is mostly self-inflicted. Like so many other business leaders, I’m transfixed by this year’s deeply upsetting political circus and environmental horrors, but also ripping myself away to manage my mental health. Decoding the moment through philosophical abstractions and thinkpieces, but enmeshed in the very real, searingly personal, and painfully tangible ramifications of each moment.

Who’s being affected? How? When?

What does it all mean?

How should we respond?

Simply put: what is the healthy, productive amount to know and not know? To follow and not follow?

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We’re at the apex of cultural voyeurism. And especially right now, it sucks.

“Voyeurism” is best known for its sexual origins: the activity of getting pleasure from secretly watching other people in intimate situations. But today, through creative innovations in media and technology, voyeurism’s definition has expanded to viewing anything that feels private or personal.

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, 1990s reality TV, and, of course, the 2000s social media boom.

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have to your privacy?

To be clear, I’m a business strategist. I specialize in marketing, branding, and design. I’m far from immune to business’s voyeuristic impulses, and I risk being complicit with every contribution to my clients, partners, and teams.

like knives.

So what do we do about it?

Those on the creative side of business always have their mouths against the bullhorn. We’re experts in communication, persuasion, and transformation. And we can use the tools at our disposal to interrupt the riptide of mindless voyeurism. Let’s commit to three things:

• Seek Virtuous Engagement.

  It’s a modern marketing maxim: not all engagement is quality engagement. But it goes beyond basic NPS measurement—it’s about rewarding the specific users who make your brands’ channels a better place to be together, in line with your company’s deepest held convictions. Challenge your teams to always serve a purpose in consumers’ lives, rather than just feeding them ads. This isn’t solely altruistic; it pays dividends.

• Don’t Buy Data; Borrow It.

  In the age of generative AI, modern businesses can earn durable loyalty by making it easier for consumers to track their data usage. Europe legislated this approach years ago, but for those of us outside the E.U., consider that your competitive advantage lies not in the sheer amount of data collected but in the trust earned through responsible use.

• Speak Up.

  In every annual planning session, workstream kick off, or creative review, there’s usually a moment when a tactic sits a little funny—an approach tinged with exploitation, even if you know it’ll drive business returns. Don’t ignore those feelings. Complacency and exhaustion is where we all are, so seizing something better should always remain a priority, no matter your seniority.

The whiplash is real. But we can still press ahead into 2025 with a sense of collective purpose, accountability, and action at the forefront. With a goal to use our presence and influence to manage our voyeuristic impulse rather than exploit it. Then, maybe voyeurism can be as exhilarating and rewarding as it promises to be, every time.

About the Writer

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About Progress Report

Progress Report is a bi-weekly newsletter of business considerations, cultural conversations, and fun recommendations from around the world and web.