In an era of social media vigilante justice and the increasing integration of advertisements into everyday lives, it’s time to reexamine the ways that advertisers use social justice to sell products. Generation Z, at least through internet mediums, is a politically active generation. During our young lives, we have seen the rise of social movements such as Black Lives Matter and MeToo, as well as a radical shift in how marginalized people are portrayed in the media. But I fear that rather than bringing rebellion to our institutions, we’ve participated in the institutionalization of rebellion. Brands sell products by appearing ‘woke’ while still employing exploitative business practices.
The beauty industry exemplifies a market reshaped by social media. People of diverse backgrounds seek advice on clothing and makeup from people who look like them. As small time ‘beauty gurus’ have risen in popularity, cosmetic companies have caught on. Now, major marketing campaigns employ racially diverse and plus-sized models while advertising ‘natural’ products. This surface-level representation is positive because it better represents the demographics that compose our ever-changing society. However, corporate marketing schemes, whatever values they espouse, are still ultimately motivated by profit. Thus, changes in branding do not necessarily reflect changes in the way a company is managed. Appealing to modern cultural values is profitable. Abusive factories in developing nations are also profitable. Pollution is profitable. The outward appearance of Twitter-approved moral virtue blinds consumers to the fact that internal power distribution remains the same.
It is the responsibility of consumers to stay vigilant. With multinational corporations as much as with people, actions speak louder than words. There are companies that produce effective products sustainably and without a human cost. There are also companies which pay lip service to values like diversity while still exploiting the labor of the underprivileged. We should make an effort in the future to do our research and to support brands that treat both their employees and the environment well. In the case that we can afford to spend more on a sustainable, ethical product, we should. Our choices as consumers determine the success of different business strategies, and if sustainable products are successful, more sustainable products will be produced.