Brands who jump onto social causes, have a responsibility to back them
We can and should have a broader discussion on whether it’s desirable to expect corporations, by their nature amoral entities, to be adjudicators of societal values. In an ideal world, our democratic system would be the stage on which these conversations were held. But corporations have worked for years to make themselves the most powerful political players in our society. Some are arguably more powerful even than governments.
When fascism comes for democracy or bigotry threatens marginalised communities, it’s not unrealistic to expect the most powerful players in the room to take a stand. I’d argue now more than ever they have a moral obligation to get involved in helping us build a better, more equitable world. The real question is how to do that well.
PUBLISHED IN THE AGE, 28 JUNE 2023