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The Newsletter | Edition 052
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In our Off-White Papers, we provide practical guidance on how to respond to our rapidly-changing world. This newsletter explores those topics in real-time, with information and action steps on how to make progress now.
IN TODAY'S NEWSLETTER...VIRTUOUS BRANDS
There's a lot of talk about virtue, virtue signaling, and the ways in which virtues are evolving and dividing within culture today. While companies aren't people, in an age post-Citizens United, they're certainly trying their hardest to act like it, by drawing clear lines around what they believe and stand for to create a "natural" connection with like-minded consumers. So what then are the virtues companies and organizations are or should be promoting? Are we getting it right? Wrong? Or missing the point?
- Why companies must work for their people, from Jillian Rosen-Filz
- Use your influence wisely, from Osei Kwakye
- Stop your moral grandstanding and act, from Chandler Saunders
And this time, our illustrations from Harmand Ponder.
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BRANDS AREN'T PEOPLE, THEY'RE OUR TOOLSFrom Jillian Rosen-Filz
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TL;DRIt’s a long read, but this article in The Atlantic does a phenomenal job of exploring the intricacies of Corporate Personhood (the idea that a corporation has a legal identity separate from its shareholders.) And while I disagree with the author’s overarching thesis that we should fight to make corporations more like people, I do align with much of what he says, albeit with a different approach. That being—let’s fight to make corporations the ultimate tools that we as conscience-driven people can use to build a better world.
WHY IT MATTERSIn truth, we do treat companies like people today. They tout ‘personalities' and ‘purposes'. They’re ingrained in pop culture like celebrities. They embed themselves in our lives in a way that goes far beyond the products they make or services they offer.
But should we? While holding them to a higher standard is crucial, it might not be realistic (or smart) to expect them to act in such a human way. The world would likely be a much scarier place if corporate entities truly did hold all the same rights as people do.
Companies can’t have a conscience. But the people who make up companies do. So when it comes to a “virtuous’ brand” that is trying to “change the world,” it’s important to remember that it’s the people associated with said brand we should be holding accountable—for backing up their words with real commitment. And it’s the influence of their companies that serves as a tool for them to do just that.
ONE THING YOU CAN DO RIGHT NOW
Create a roadmap that outlines the ways in which your company (or team) serves and works for every single employee.
THOUGHTS AND NEXT STEPSThe traditional view of employees working for their companies with only a salary in return is outdated. In today’s world, companies must also work for their people, if they really want to claim a virtuous stance. If they actually want to do something worthwhile.
As a leader, the above OTYCDRN is a start to visualizing how your company can work as a tool for all. That’s the easy part. But consider this—are you providing access to it?
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HOW DO YOU LIKE THEM APPLES? From Osei Kwakye
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TL;DRIn the aftermath of George Floyd’s death in May 2020 major companies like Apple made bold, public commitments to using their resources and influence to yield a more racially just society. And while we’ve witnessed real action backed by tangible investments, it’s equally clear that even the most seemingly virtuous companies have major internal blind spots that need to be addressed. While Apple claims it has resolved its pay inequality issues, its employees are being shut down for demanding that they provide receipts.
WHY IT MATTERSWhile many companies are actively positioning themselves as noble white knights ready to resolve society’s ills, their employees are increasingly holding them to account by demanding that they adhere to the same standards internally. Being a virtuous brand requires that “doing good'' go beyond external initiatives and communications. When a company’s virtues don’t align across the board, it cheapens the good they might be trying to.
ONE THING YOU CAN DO RIGHT NOW
Identify the values you want your company to stand for and explore how you can holistically and realistically manifest them.
THOUGHTSAs people continue to lose faith in the government’s capacity or willingness to resolve key societal problems, brands are attempting to fill the void. Regardless of whether their concerns are genuine, we need to recognize the limitations of the private sector. Some problems are simply too big and too complicated for even the largest and most powerful brands to meaningfully address. However, that shouldn’t stop them from tackling these problems as they manifest within their own walls.
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PUT YOUR MONEY WHERE YOUR MOUTH IS From Chandler Saunders
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TL;DR
Companies today feel the pressure to pick sides and show public support for social issues. While this may look like a good thing, these displays are oftentimes hollow promises from leaders merely trying to shift the public eye away from the real problems at hand.
WHY IT MATTERSWasting millions on puffy anthemic ads condemning racism, making tweets in solidarity for those affected by police brutality, and posing in pictures taking a knee will never address the real problems at hand in this country. Supporting policies for DEI and racial equity are table stakes in 2021.
In order to truly make a difference, and not just morally grandstand, companies must be willing to make significant financial contributions to the communities in which they operate and which they claim to support. Goldman Sachs, who has a long track record of policies that prey on underprivileged communities, have recently made an effort to actually do something good by pledging 10 billion to Black women’s social and economic advancement over the next 10 years.
ONE THING YOU CAN DO RIGHT NOW
Compare your messaging to your actions. Does each message have a corresponding pursuit?
THOUGHTSObviously most companies don’t have the financial firepower of a Goldman Sachs, but that doesn’t mean incremental investments can’t be made. Start small and develop an actionable plan around how you can directly help those who you claim to support. Work with local community leaders who already have a deeper understanding of the problems at hand. By committing to making a tangible financial investment in communities, you'll strengthen your ties for the future and make your value claims concrete.
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