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> It generally doesn't pay to appear stern, cold or callous among most people (though for some it does). Sympathetic positions are usually more popular, which

> It generally doesn't pay to appear stern, cold or callous among most people (though for some it does). Sympathetic positions are usually more popular, which is why you see corporate messaging overwhelmingly on this side. Sure, but it's obviously brazenly disingenuous. Do you think the companies believe that people buy that. That a company actually cares about XYZ. And that the social media/advertising/marketing campaign staff they pay to come up with this had nothing to do with it. Why is the idea that a company has zero interest in your personal well-being or anything else about you, outside of how much potential revenue you're worth, so taboo? There are businesses and products that incorporate some level of social good or net-positive impact, but you can bet if continuing to do so put them in the red that would be quietly ushered out stage left. But it's a business, not a charity. Do I think Coca-Cola _really cares_ about (insert recent tragic event or latest social cause)? No. Do you? Does anyone? Do we care that they don't care? So why does the entire world keep up the charades, and not stay "Stop posting trite corporate marketing, do you think you're fooling anyone?"

jariel 6y ago
"Do you think the companies believe that people buy that. That a company actually cares about XYZ. " Oh, they absolutely do. 100%. Marketing is all about aspiration, and companies are falling over themselves to be perceived as moral, credible, caring - it makes a huge difference. In a very poignant example, Nike's switched from endorsing athletes for their prowess ... to their politics. The Kaeperinck sponsorship was a massive win for Nike. Lulu Lemon is selling the 'ethics' of Yoga (for $200 yoga pants that make your butt look good!). You noticed that the brand of water Starbucks sold forever was 'Ethos'. That's not an accident. Terms such as 'ethically sourced', 'locally sourced', 'fair trade', 'eco friendly' etc. all over the place. The marketing absolutely works, even if on a cognitive level we have some degree of cynicism, the messaging goes right past our logic to associates a brand directly with an emotion, possibly sympathetic, possibly other thins like the love we have for our children etc.. If you look at celebrity brand marketing these days (i.e. how celebs market themselves), it's at least 1/2 social signalling. It's all about their politics, their charities, their causes, this is driven by smart agents, PR managers etc.. People are smart but crowds are stupid.
- gavinray 6y ago
  This hurts me somewhere deep in my soul. I wouldn't consider myself cynical but everything about this social-politics and fake-caring shenanigans deeply unsettles me. Like plastic humans.

jariel 6y ago

"Do you think the companies believe that people buy that. That a company actually cares about XYZ. " Oh, they absolutely do. 100%. Marketing is all about aspiration, and companies are falling over themselves to be perceived as moral, credible, caring - it makes a huge difference. In a very poignant example, Nike's switched from endorsing athletes for their prowess ... to their politics. The Kaeperinck sponsorship was a massive win for Nike. Lulu Lemon is selling the 'ethics' of Yoga (for $200 yoga pants that make your butt look good!). You noticed that the brand of water Starbucks sold forever was 'Ethos'. That's not an accident. Terms such as 'ethically sourced', 'locally sourced', 'fair trade', 'eco friendly' etc. all over the place. The marketing absolutely works, even if on a cognitive level we have some degree of cynicism, the messaging goes right past our logic to associates a brand directly with an emotion, possibly sympathetic, possibly other thins like the love we have for our children etc.. If you look at celebrity brand marketing these days (i.e. how celebs market themselves), it's at least 1/2 social signalling. It's all about their politics, their charities, their causes, this is driven by smart agents, PR managers etc.. People are smart but crowds are stupid.

gavinray 6y ago
This hurts me somewhere deep in my soul. I wouldn't consider myself cynical but everything about this social-politics and fake-caring shenanigans deeply unsettles me. Like plastic humans.