Truth, Trust or Bust

[Insert Movement here]: The Limits of X-Washing

Today, if there’s an issue consumers are passionate about, there’s a brand ready to lean into it. Brands leaning into sustainable issues raise concerns of “greenwashing;” those looking to get involved with LGBTQ+ may be contributing to the growing number of brands who are “pinkwashing;” beauty brands looking to prove their scientific merit might just be participating in “sciencewashing.” Even for brands looking to positively contribute to these movements, it would be good to remember about roads to hell and what they’re lined with.

For example, vegan consumers can now express their choice through their footwear, and Google’s newest phone will be part of any family’s smart-home ecosystem. In both cases, it’s important to question whether these products will actually accomplish what they say they will, or if brands are simply putting a pretty label with a meaningless term. In regards to the shoes, Kendra Clarke, VP of Data Science, noted that there were plenty of “upcycled” products which are produced by less-than-sustainable means. Senior Cultural Strategist Brendan Shaugnessy remarked in regards to the upcoming Pixel 4, “We’re in this “awkward haircut” phase where brands are adding a lot of devices that can listen to us but don’t address any actual needs, just adding a lot of noise.”

Whether it’s good old fashioned greenwashing, or more evolved vegan-washing or smart-washing, educated and issue-centric consumers will continue to look at brands getting involved with their valued movements with a wary eye. 

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The Truth is... Where Exactly?

Fake news and misinformation continue to be in the spotlight when it comes to discussions on media, consumers and our social fabric, especially as we build toward the 2020 presidential elections. As such, the importance of protections against bias and spin in the media has never been more important, something Bernie Sanders makes clear in his recent op-ed for The Guardian, emphasizing both the social and economic good that a strong fourth estate provides. As Steve Goldberg, Director of Cultural Strategy, says, “It’s never been more vital for us to have spin-free and truthful content.”

However, when it comes to how we shore up our media against misinformation and fake news, the waters become a lot murkier. Looking to the government to protect media does not itself seem like a fool-proof solution; evidenced by the challenges journalism is facing in India, the world’s largest democracy, where the media seems afraid to speak plainly, openly and critically about Prime Minister Narendra Modi’s policies. And even here in the U.S., as the Department of Defense looks to build anti-fake news software ahead of the 2020 election and beyond, the government involvement brings with it a hefty dose of skepticism. Senior Cultural Strategist Matt Klein sums up the concerns about the government defining “fake news” succinctly: “Who is the arbiter of truth? Everyone has a point of view.”

It’s a question that will only grow in importance and become more difficult to answer as we enter a new era of media.

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The Post-Colonial Food Wave

Conversations around racial, social and economic justice are starting to more critically consider not just the present, but the past, understanding the ways colonialism and systemic economic dominance by the developed world have impacted communities both at home and abroad.

Specifically, we’ve seen this come up in a number of different discussions around our food. Sean Sherman, a two-time James Beard award winner and Oglala Lakota chef, is leading a movement to “decolonize” American food, looking toward the ingredients of indigenous peoples and eliminating a number of staples, from pork to dairy, in his upcoming restaurant debut, Indigenous Food Lab.

Meanwhile, new restaurants in New York and Los Angeles are challenging the traditional concept of Brazilian food as meat heavy steakhouses.

However, as innovators make these efforts to change peoples’ perspectives on their food and the people and places they come from, Kendra Clarke, VP of Data Science, stresses that it should be done so in a thoughtful, respectful way:

“We’ve popularized a food, like quinoa, to the point that it’s no longer affordable for indigenous people,” she points out. “We’re talking a lot about ‘decolonizing’ food without defining what it means. We’re not thinking about the established food systems and how these movements will change them.”