{"id":789,"date":"2020-07-14T16:08:47","date_gmt":"2020-07-14T21:08:47","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=789"},"modified":"2020-07-14T16:08:47","modified_gmt":"2020-07-14T21:08:47","slug":"brand-canceling","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/brand-canceling\/","title":{"rendered":"\u201cBrand Canceling\u201d: Not Really a Thing"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2020\/07\/black-bean-soup.jpg\" alt=\"\" class=\"wp-image-793\" width=\"400\" height=\"266\"\/><figcaption>Mmm, the flavor of freedom. But&#8230; for breakfast? <em>(Credit <a rel=\"noreferrer noopener\" href=\"https:\/\/www.flickr.com\/photos\/stuart_spivack\/3935737694\/in\/photolist-6ZMFGs-4frpxN-7KLw8c-7Dbsoy-7tk4a9-djgzFT-djgzuz-7sEBUb-qg8Br3-K7ezE-7Dbskd-nqjT5V-f85KCc-aMr8CP-Z7HyFt-8kLdGH-24qWprp-5Yof2-QfP5Qg-21mDp8u-9s2TuA-8xZXhz-2avR6sk-euAW27-acHJgw-81WJs2-sSn9E-6bZdF1-6Gb2Z5-95h5eE-7MgB5B-N3pj3-LZPh8Y-2gsiZa3-avFadn-PLnuj1-6bZdT3-6XgPdt-2avQYJk-HrRAxi-anWXD5-2gStHPe-7sACQZ-qg9fM7-jhwAnH-JqsjkZ-2Ci6LD-7NLAGH-8Rkr7a-y1iAm\" target=\"_blank\">Stu Spivak<\/a>)<\/em><\/figcaption><\/figure><\/div>\n\n\n\n<p>People are SUPER sensitive about their beans, y\u2019all. We have discovered this by way of a recent bean-related political dustup. (Have no fear \u2014 overall, this post isn\u2019t going to be political in nature. But I can\u2019t not mention the adobo scandal and everything that has arisen from it.) The deal is that Robert Unanue, CEO of Goya Foods, recently appeared in the Rose Garden with President Trump and piled\u2026 we\u2019ll say <em>effusive<\/em> praise on said president.<\/p>\n\n\n\n<p>Some on the left took umbrage at the unbridled accolades and <a href=\"https:\/\/www.cnn.com\/2020\/07\/10\/business\/goya-foods-boycott-trump\/index.html\" target=\"_blank\" rel=\"noreferrer noopener\">declared they\u2019d no longer purchase Goya food products<\/a>. Some on the right took umbrage at their umbrage and declared they\u2019d purchase even <em>more<\/em> Goya products. This led to such world-rocking statements as the following (and again, this is not me trying to get political):<\/p>\n\n\n\n<figure class=\"wp-block-embed-twitter wp-block-embed is-type-rich is-provider-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Just had a cup of coffee and a two cans of Goya beans! Take that, libs!<br><br>Time to start the day.<br><br>Today\u2019s task: SAVE AMERICA!<\/p>&mdash; KW Miller For Congress (FL-18) (@KwCongressional) <a href=\"https:\/\/twitter.com\/KwCongressional\/status\/1281925161491431429?ref_src=twsrc%5Etfw\">July 11, 2020<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>and I can feel nothing but pity for anyone who rode in a car with him that day. But on the more serious side of things, there were claims that the non-bean-buying populace was trying to cancel Goya and cancel free speech.<\/p>\n\n\n\n<p>That is\u2026 not a thing. Not because of any commentary one might have about cancel culture, but because what\u2019s going on already has a name. It\u2019s known as a boycott. And it is, in fact, part of a grand tradition of free speech via use of one\u2019s wallet.<\/p>\n\n\n\n<p>Because a brand isn\u2019t a person. It\u2019s an entity subject to the will of the people (and seems to be, over time, one of the few remaining things that are thusly subject), in the form of consumerism. I mentioned amid the Black Lives Matter protests (which remain ongoing) that increasingly, consumers are holding brands accountable for ethical behavior and meaningful action over sincere-sounding but ultimately empty statements. Others insist that businesses should be about business and not enter into the realm of things like social justice, but any kind of <em>should<\/em> notwithstanding, it\u2019s happening.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Voting with your wallet<\/h2>\n\n\n\n<p>It\u2019s important to remember that brands and companies, as noted above, aren\u2019t people. They\u2019re made up of people, and people rely on them for income, but Goya isn\u2019t a person, and neither are BP, Coca-Cola, or Ben &amp; Jerry\u2019s. A boycott may arise from the actions of a person (say, a company executive doing objectionable things), but a boycott isn\u2019t a personal attack or a threat to an individual \u2014 it\u2019s the withdrawal of financial support that a consumer has every right to withdraw if they want to.<\/p>\n\n\n\n<p>When a person purchases a product or service, they\u2019re paying for a lot more than just materials and production costs \u2014 those products and services are marked up (sometimes ridiculously so) to cover company operations and, of course, big fat salaries for the people at the top. And consumers get to decide which operations and whose salaries they want their money to support. They get to decide which brands they want to sustain through the contribution of their dollars.<\/p>\n\n\n\n<p>And then they get to tell their friends which brands they\u2019re supporting, or not supporting, and why, and encourage their friends to similarly lend (or withdraw) support for those reasons. Other consumers get to see that and express their disagreement with their own purchasing power, and now you have free speech via consumer activity. (And, apparently, a bean breakfast that you know can have nothing but disastrous consequences.)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Boycott booms and backfires<\/h2>\n\n\n\n<p>If you want to talk about boycotts, the only place to start is Abercrombie &amp; Fitch \u2014 a not-infrequent target of boycotts, owing in no small part to apparent efforts to court the douchiest corners of the fast-fashion market. In 2002, A&amp;F had to discontinue their \u201cWong Brothers Laundry Service\u201d t-shirt after protests by Asian-American students. That was also the year that they had to pull their line of child-sized thong underwear with text like \u201ceye candy\u201d and \u201cwink wink\u201d in the face of boycotts from several Christian groups. In 2005, they had to walk back their \u201cWho needs brains when you have these\u201d t-shirts in response to a \u201cgirlcott\u201d by teen activists.<\/p>\n\n\n\n<p>Note that Abercrombie &amp; Fitch, for better or worse, still exists and even got the occasional financial bump by the publicity surrounding the controversy. Regardless, consumers said they didn\u2019t want to hand their money to a company that sold \u201ceye candy\u201d butt floss for kiddies, A&amp;F said, \u201cYeah, I see your point,\u201d and the world is better off for it.<\/p>\n\n\n\n<p>Other times, boycotts have the opposite of the intended effect, because people get to use their money however they want \u2014 including using it in opposition to other people\u2019s strategic use of their money. In 2019, Gillette (no relation) released an ad addressing the concept of toxic masculinity during the #MeToo movement. I\u2019ve talked in the past about the actual execution of the campaign, but it can be argued that for a brand proclaiming itself \u201cthe best a man can get,\u201d encouraging men to be the best they can be fits in pretty nicely. Some consumers agreed. <a rel=\"noreferrer noopener\" href=\"https:\/\/www.npr.org\/2019\/01\/17\/685976624\/backlash-erupts-after-gillette-launches-a-new-metoo-inspired-ad-campaign\" target=\"_blank\">Others vehemently did not and pushed for a boycott of Gillette products. <\/a>Ultimately, <a href=\"https:\/\/www.cnn.com\/2019\/01\/23\/business\/gillette-ad-procter-and-gamble-stock\/index.html\" target=\"_blank\" rel=\"noreferrer noopener\">Gillette didn\u2019t actually report any sales dip in light of the controversy<\/a>.<\/p>\n\n\n\n<p>You can also observe this phenomenon in responses to Nike\u2019s campaign with Colin Kaepernick, which was hit with strong opposition, boycotting, and dramatic burning of shoes \u2014 but ultimately <a href=\"https:\/\/www.vox.com\/2018\/9\/24\/17895704\/nike-colin-kaepernick-boycott-6-billion\" target=\"_blank\" rel=\"noreferrer noopener\">brought in $6 billion from opposition to the opposition<\/a>. And despite boycotts in protest of its donations to anti-LGBTQ causes, Chick-fil-A has grown to become the <a href=\"https:\/\/www.washingtonpost.com\/business\/2019\/06\/19\/chick-fil-a-becomes-third-largest-restaurant-chain-us\/\" target=\"_blank\" rel=\"noreferrer noopener\">third-largest restaurant chain in the U.S.<\/a> But even when they weren\u2019t able to achieve their intended purpose of influencing a brand\u2019s behavior, consumers\u2019 use of their wallets to back up their opinions often gained publicity and public support of their cause.<\/p>\n\n\n\n<p>So no. Consumers expressing their priorities and making demands on the brands they support didn\u2019t \u201ccancel\u201d anyone.<\/p>\n\n\n\n<p>(I\u2019ve intentionally stuck to commercial examples here so as not to sully some of the world-changing victories accomplished through boycott by speaking their name in the same sentence as a douchy Abercrombie shirt, but <a href=\"https:\/\/thestacker.com\/stories\/2502\/major-boycotts-changed-history\" target=\"_blank\" rel=\"noreferrer noopener\">I encourage you to devote time to reading all about them<\/a>.)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conscious consumers<\/h2>\n\n\n\n<p>In an <a href=\"https:\/\/www.adweek.com\/brand-marketing\/why-compromise-with-brands-when-cancel-culture-is-thriving\/\" target=\"_blank\" rel=\"noreferrer noopener\">AdWeek article that you should definitely read beginning to end<\/a>, Seth Matlins talks about cancellation in the context of the current <a href=\"https:\/\/www.adweek.com\/brand-marketing\/why-compromise-with-brands-when-cancel-culture-is-thriving\/\" target=\"_blank\" rel=\"noreferrer noopener\">advertising boycott of Facebook by, in fact, other brands<\/a>. (Yes, brand-on-brand boycotts are a thing.) And he says this:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>This isn\u2019t about an intolerance for a difference of opinion. It\u2019s about an impatience for a better world. I can accept that brand X has a different opinion and set of values than I do. But in a world torn asunder like ours is, why would I pay them heed, let alone dollars?<\/p><p>[\u2026]<\/p><p>And in this world populated as it is by increasingly conscious consumers, brands need to be more worthy and authentically prove that worthiness across a broader spectrum of actions than ever before. Why? Because people are paying attention like never before, and they will not pay for that and those who do not stand with them.<\/p><cite><em>Seth Matlins, <a href=\"https:\/\/www.adweek.com\/brand-marketing\/why-compromise-with-brands-when-cancel-culture-is-thriving\/\" target=\"_blank\" rel=\"noreferrer noopener\">&#8220;When It Comes to Brands, \u2018Cancel Culture\u2019 Is the Right Approach&#8221;<\/a><\/em><\/cite><\/blockquote>\n\n\n\n<p>Not taking a side is no longer an option.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Victories in baby steps<\/h2>\n\n\n\n<p>For literally decades, individuals and organizations have been pressuring Washington\u2019s NFL team to get rid of their deeply racist team name and mascot. And for literally decades, team management has been shamefully resistant. And then, at the end of June, <a href=\"https:\/\/www.adweek.com\/brand-marketing\/investors-ask-nike-fedex-and-pepsico-to-end-relationships-with-the-washington-redskins\/\" target=\"_blank\" rel=\"noreferrer noopener\">shareholders worth a total of $620 billion sent letters to Nike, FedEx, and PepsiCo<\/a> asking them to cut ties with the Washington team until the organization agrees to change its name. Which it\u2019s finally agreed to do, <a href=\"https:\/\/twitter.com\/Redskins\/status\/1282661063943651328\" target=\"_blank\" rel=\"noreferrer noopener\">as announced on Monday morning<\/a>. The people spoke and, at long last (<em>very<\/em> long last) the team listened.<\/p>\n\n\n\n<p>It\u2019s not perfect, instant redemption. That it took them this long, and that it took financial threats from super-rich investors and not everyday consumers or, y\u2019know, <em>actual native Americans<\/em> to spur action is unconscionable. Management\u2019s past statements of blatant resistance aren\u2019t going to disappear now that they\u2019ve changed their tune. Some former fans are going to hold back their support until they see if this thing is actually going to stick. Some are going to immediately throw support at the organization as a reward for this good behavior. Some are going to decide that it\u2019s too little, too late, and that\u2019s their right.<\/p>\n\n\n\n<p>But the thing to note is that the Washington team is <em>still there<\/em>. It hasn\u2019t been shut down. It hasn\u2019t disappeared. FedExField hasn\u2019t been burned to the ground by angry fans (although I\u2019m sure a bunch of jerseys will be, since some fans of the team are\u2026 not fans of the change). Whenever football is able to get going again, the Washington TBDs will be there. And for once, fans will be able to be embarrassed about just their win-loss record and not their racist mascot, too.<\/p>\n\n\n\n<p>Consumer action did that. It didn\u2019t shut them down. It didn\u2019t shut them up. Nothing got cancelled. People said, \u201cThis is something we care about, and you need to catch up,\u201d and the Washington team did. It\u2019s something brands should keep in mind, because <em>It\u2019s something we care about, and you need to catch up<\/em> is a refrain that isn\u2019t going anywhere. And it\u2019s something that consumers should keep in mind, because when you don\u2019t have a whole lot of power in the grand scheme of things, you shouldn\u2019t be shamed out of using what power you have available to you to influence causes you believe are important.<\/p>\n\n\n\n<p>But please don\u2019t set your shoes on fire. It\u2019s bad for the environment, and there are kids out there who would kill for a pair of barely worn Nikes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>People are SUPER sensitive about their beans, y\u2019all. We have discovered this by way of a recent bean-related political dustup. (Have no fear \u2014 overall, this post isn\u2019t going to &hellip;<\/p>\n","protected":false},"author":1,"featured_media":793,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,7],"tags":[29,57,64],"class_list":["post-789","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-biz","category-the-humanity","tag-ethical-consumerism","tag-politics","tag-stay-with-me-here"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u201cBrand Canceling\u201d: Not Really a Thing - Caperton Gillett | The Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/capertongillett.com\/blog\/brand-canceling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cBrand Canceling\u201d: Not Really a Thing - Caperton Gillett | The Blog\" \/>\n<meta property=\"og:description\" content=\"People are SUPER sensitive about their beans, y\u2019all. 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