Moral Posturing and Meaningful Change in the Internet Age

We forget that brands are also abstract ideas, defined by the associations we make with them. An abstract idea, unlike the human being it tries to resemble, cannot have political stances on Iran, or fears about the Coronavirus. Its staff can, but not without some degree of cognitive dissonance throughout its ranks — one would hope. Proponents of the Nike ad may contest that there is a moral obligation to use large platforms to influence social change in the right direction. Although, as we have established, a brand must also wait until a viewpoint is already deemed more or less the right direction by its audience before it can be milked for engagement. And if brands are only willing to influence debates that its audience broadly agrees with — then what’s the point?

Words by James Reynolds

The Indiependent is a volunteer-led publication and so we recognise that writing for us reflects a certain level of privilege — the luxury of having time to write, without receiving financial compensation. That said, we are committed to diversity and equality and will do everything we can to ensure that our platform is an inclusive, welcoming and safe space for all. If you would like to learn more about writing for us, click .

Related posts:

It is a beautiful summer day, one of those ones with a clear blue sky only touched by biplanes buzzing through the air, reassuring sky writing trailing behind. Naturally, you decided to go for a walk…