When I go to a coffee shop or a bank, I am not interesting in their views about politics or social issues, indeed, I actively do not want to know. I just want a fucking coffee or to arrange something financial (hopefully not confusing the two). If they want to tell me about how yummy their products are because their beans are lovingly rubbed with civet poo, or how well they are looking after their depositors’ money, that is fine.
But pretty much anything else … please just STFU unless it is directly related to the business. I get that certain “life style” brands might want their logo in a Formula One car or on Eddie Izzard’s frock. But I am not interested in how inclusive the local bookstore is, nor do I want to hear that an auto-parts shop is proud of the blasted NHS.
I do not even want any companies declaiming how much they support causes I like, let alone ones that I either oppose or which just make me roll my eyes at the sheer presumption of their marketing department. For me, this is negative marketing. I already avoid certain shops and restaurants that prominently display their “social awareness” to me: they are actually doing the opposite, emphasising that I am not their target market. So I take them at their word and if I can easily get what they sell elsewhere from someone who doesn’t, that is what I always do.
Make companies product-focused again.
Perry de Havilland, “Make companies product-focused again”, Samizdata, 2020-09-30.
January 16, 2021
QotD: Make companies product-focused again
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