The Art of Corporate Pandering
Corporate pandering is at an all-time high and it seems that even the communities they pander to see through it.
In a recent Spectator article, politician Craig Kelly calls out the hypocrisy of Ben & Jerry's ice cream as it attempted to insert itself into the climate change debate. In the piece, Kelly details the ice cream giant's position as; "deceptive, misleading and breathtakingly hypocritical ... holding hands with anti-capitalists that would seek to destroy them at first opportunity. They are effectively feeding the crocodile, hoping it will eat them last."
It is not the first time the ice cream company has attempted to insert itself into controversial, political issues. However, Kelly's point that Ben & Jerry's insertion into debate is another opportunity for "the sanctimonious to virtue signal" seems to be a common thread amongst many brands today.
Brands are pandering more and more in this day and age, finding opportunities to push agendas while selling everything from razors to soda. Some companies really have turned it into an art. But what in essence does all this corporate pandering actually do? Does an ice-cream company selling sweet dairy products while pushing for marriage equality actually help those who are fighting for it on a grassroots level? Are all these brands genuine in their quest to improve the world or, as many expect, just pandering to whatever current hot button topic is in hopes to sell a few more units? It is possible for companies to support a myriad of human rights campaigns without splashing it all over their products? I suspect not.
This month is Pride Month and we've seen countless brands around the globe adorn rainbow flags and push for equality. Rainbow flags on your Nikes? Sure, but why not all year round? Do equal rights in one country matter more to Nike than it does in another? I can't speak for the LGBT community as an outsider, but here are some thoughts of someone from within the community in regards to these multinational corporations jumping in on hashtags:
https://twitter.com/evan_greer/status/1134237799132094467
Like Ben & Jerry's, the hypocrisy is real. Charlatans in woke clothing. If you're going to take blood money in one hand, don't try to shake mine with the other claiming it's clean.
Corporate pandering is at an all-time high and it seems that even the communities they pander to see through it. Does a shaver company really care about trans rights or does it just want to appear like it does, so people will buy more shavers? The answer is obvious.
I feel like it won't be long before an automotive brand panders to my Asian heritage during some Asian Heritage month by using technological advancement in self-driving and self-parking automobiles as a way for more Asians to buy their cars. Ok well, maybe just for the Asian women then.
Is there a problem with responsible corporations? Absolutely not. But corporations exist to do one thing and that is to make money. And there is absolutely nothing wrong with that either. Make a great product that I like, and I will happily purchase said goods. Just don't try to blow smoke in my face as I, like I hope most people do, see through their smokescreen of insincerity.