Culture Has No Sidelines
Many brands still try to avoid controversy at all costs. PR is still all too often about “damage control”. Brands still fall victim to the idea they can remain “above the fray” and avoid controversy. Making a stand or aligning oneself with the social issues is still thought of as risky behavior that is best avoided.
SF QB Colin Kaepernick is showing us the way. Courting controversy for controversy’s sake is passe. The new way forward in cultural spaces is to take a stand. Culture has no sidelines.
It is well documented that preferences are shifting dramatically in terms of how we interact with brands and make our buying choices. Though much of the research is focused on millennials and their desire to be more authentically connected to the brands they support, this value proposition is fairly widely dispersed over many demographic metrics. Additionally, in a time of global inequality people are questioning the merits of mass consumption and its connection to our personal identity. In an age of accessible information and instant connectivity a brand must be relevant in cultural spaces and that means having a clear position on social issues.
Our working thesis the Cultural Prime Directive is a relevant talking point because it is an effective frame for an organization that needs to navigate and excel in cultural conversations. The world is more complex than it has ever been and everyone, individuals and organizations are fighting for a piece of mindshare. Against this backdrop marginalized and oppressed people are demanding a seat at the table using any and all means necessary. How does one effectively join these conversations in a conscious and emotionally intelligent way? Here are three different ways that brands can take a stand now:
Intervene: Your voice matters and so does the courage of your convictions. It doesn’t matter whether you are a sneaker company or a technology company you need to make a statement on the issues of that day. AT&T CEO Randall Stephenson hammered this point home in a recent speech to employees in Charlotte, a city rocked by unrest after the murder of an unarmed black man at the hands of police.
Facilitate: Be a facilitator of difficult conversations and make a commitment to bring people together around inquiry. Despite the earlier misfire in execution by Starbucks when it launched its “Race Together” campaign their commitment to facilitate conversation on social issues has not changed. Starbucks CEO Howard Schultz remains steadfast in his commitment to addressing social issues. He stated in a recent shareholders meeting “We are a performance-based company driven through the lens of humanity. Some people say social responsibility isn’t our job; that our only job is to try to make a profit. I reject that! I can tell you with much proof that it is accretive [adds value] to shareholder value. It is accretive!” Obviously this perspective drives Starbucks vision as well as solidifies their place among their considerable customer base.
Embrace: Find your lane and embrace it unapologetically. Patagonia embodies its brand mission in every part of its business. Patagonia’s work environment, supply chain, marketing and craftsmanship all align in a consistent embrace of it’s founder vision. Patagonia’s strategy of eschewing traditional growth metrics might seem to fly in the face of conventional “wisdom” but it has made the company the industry standard. Their commitment hasn’t made things easier for them but by refusing to take shortcuts in their business model they have actually thrived. Embracing one’s future means no shortcuts.
Laying in the cut is not an option in the 21st-century conversation. You are part of it like or not, now let’s get to it.
The Deep Dive
- Episode 187: Everest Inc & Climbing Culture w/ Will Cockrell April 18, 2024Philip welcomes Will Cockrell climber/author to The Deep Dive to discuss how book Everest Inc. In their conversation, they explore the sometimes harsh realities behind the growing climbing industry and how Mt. Everest in particular has become the epicenter of the global climbing rush. The Drop – The segment of the show where Philip and […]
- Episode 186: When the World Is A Bezzle w/ Cory Doctorow April 11, 2024Philip welcomes prolific writer and thinker Cory Doctrow to the show where they discuss two of Cory’s latest books, The Bezzle and The InternetCon as well as the general “enshittification” of our institutions. The Drop – The segment of the show where Philip and his guest share tasty morsels of intellectual goodness and creative musings. […]
- Episode 185: Hodge Podge, Gaps & Cracks w/ Dan Hill April 4, 2024Philip welcomes Dan Hill, Director, Melbourne School of Design to the show and they take a rambling journey through the worlds of architecture, design, music and all the gaps and cracks they can manage. The Drop – The segment of the show where Philip and his guest share tasty morsels of intellectual goodness and creative […]
- Episode 184: They Called It Peace w/ Lauren Benton March 21, 2024Philip welcomes historian and author Lauren Benton to the show to discuss her latest book They Called it Peace: Worlds of Imperial Violence. In their conversation, they explore how empire, small wars and plunder are key elements of how we think about peace. The Drop – The segment of the show where Philip and his […]
- Episode 183: Resisting Racial Capitalism w/ Ida Danewid March 14, 2024Philip welcomes lecturer and author Ida Danewid to the show to discuss her work Resisting Racial Capitalism. In their conversation, they explore Ida’s scholarship and how it confronts the way we think of racial capitalism and challenge our current governing structures and organizations. The Drop – The segment of the show where Philip and his […]
- Episode 182: Design Social Change w/ Lesley-Ann Noel March 7, 2024Philip welcomes design scholar Lesley-Ann Noel back to The Deep Dive to discuss her latest book Design Social Change. In their conversation they discuss how design intentionally done can be a catalyst for driving social change. The Drop – The segment of the show where Philip and his guest share tasty morsels of intellectual goodness […]
- Episode 181: Disneyland on the Mountain w/ Greg Glasgow & Kathryn Mayer February 29, 2024Philip welcomes authors Greg Glasgow & Kathryn Mayer to discuss their book Disneyland on the Mountain. Their conversation examines Disney at a remarkable time in its history and how its ambition helped launch the modern environmental movement. The Drop – The segment of the show where Philip and his guest share tasty morsels of intellectual […]
- Episode 180: After One Hundred Winters w/ Margaret D. Jacobs February 22, 2024Philip welcomes historian Margaret D. Jacobs author of One Hundred Winters: In Search of Reconciliation on America’s Stolen Lands. In their conversation, they discuss the history of stolen lands in the foundation of America and the possibility of reconciliation against the colonial settler legacy. The Drop – The segment of the show where Philip and […]
- Episode 179: Blood in the Machine w/ Brian Merchant February 15, 2024Philip welcomes columnist/writer Brian Merchant to the show to discuss his latest book, Blood in the Machine. In their conversation they trace the history of the Luddite movement and how it connects to the current pushback against Silicon Valley and tech titans. Special Guest: Brian Merchant.
- Episode 178: New Bones Abolition w/ Joy James February 8, 2024Philip welcomes back Joy James to The Deep Dive to discuss her latest book New Bones Abolition: Captive Maternal and the (after)life of Erica Garner. In their conversation, they discuss the power and scope of the abolition movement, the dismissal of Harvard President Claudine Gay and more. The Drop – The segment of the show […]