Brand Ethics or Bottom-Line?

During these ‘tough economic times’ (surely the marketing community can think of a better moniker for ‘recession’ than this), one of the truly remarkable things is the miraculous recovery of the environment.

The hole in the ozone layer has grown back, endangered species are now thriving in their natural habitats and all produce sold in the UK is organic, natural and locally sourced. Or at least the absence of these once unavoidable corporate agendas would seemingly now imply…

Those of us who move in marketing circles will no doubt be fully aware that sustainability and green agendas have been noticeably swept under the carpet, no matter how discreet the corporate broom being used.

It seems that the days of lavishing big budgets on corporate social responsibility or building an ethical brand are long gone – or at least on hold until Brown and Obama smooth out this royal financial pickle we’re in.

Whilst this is an understandable reaction to constricting budgets, the abandonment of ethical agendas leaves the more loyal consumer wondering just how dedicated their favourite brands were to these itineraries in the first place – a dangerous game to be playing when every consumer coin is worth its weight in gold.

Many independent businesses have invested heavily to associate themselves with the ideals, values and ethics they hold in common with their target consumer groups, regardless of whether these beliefs are genuinely held or commercially motivated. This is all well and good when companies can afford to market lifestyle and image as opposed to product, but as marketing budgets shrink and brand ethics dissolve, so too does their perceived integrity.

This has already proved disastrous for many brands, as more and more companies are beginning to find out. Whilst no one would doubt the need to focus on the bottom-line during this recession, certain ‘ethical’ businesses may well end up seeing a plummet in brand advocates, as well as in profits.

Winning back our souls as consumerism dies

There’s no doubting that the current wave of depression and apathy gripping Britain (and indeed the rest of the world), stems from the bleak financial picture – a picture that has painted worry onto the collective face of the masses – but perhaps this is the perfect time to examine the root cause of our (seeming) dependence on money, capitalism and consumerism.

Unemployment, pay cuts, lay-offs and closures have all had a profound effect upon a huge majority of the British working class, leaving many struggling to cope with spiralling mortgages and increased food / fuel costs on severely dilapidated incomes. People in this unfortunate position face a very real problem – and one not to gloss over – but in terms of consumer ideology and the soulless pursuit of capitalist gain, where does the current situation leave ‘young professionals’ – affected, yet not in the ‘real’ sense as defined above.

Although I loathe the phrase ‘young professional’, I’m forced to use it here in the absence of a more suitable alternative. This group, typically of graduate calibre, have been bombarded with consumerist media messages for years now, and consuming the latest electronic goods, fashion, cars and clothing is an essential part of life that these people have been indoctrinated to undertake. Being able to consume is the cultural currency of life in 2009. But what if we stop to consider, that actually, it isn’t?

We don’t actually need to possess a new plasma TV that’s 2 inches larger than the previous one. Our social lives will not be empty should we fail to wear a particularly overpriced garment that was assembled in an overseas factory. For so long now, we have been conforming to the political machine that determines our very being – the mass media. But now that the wheels have fallen off of the vehicle of capitalist consumerism, a void is opening up where once there was ‘purchasing’ – with what do us apathetic souls now fill it with?

Life is undoubtedly that little bit harder in times of economic shrinkage, but perhaps now is the time in which to enrich our souls with more meaningful pursuits. As the consumerist behemoth slows down as a natural reaction to current affairs, worshippers on the alter of capitalism can now finally break free from their shackles of oppression and venture into a new age.

As people become more economically aware, from their own personal standpoints at least, the perpetuating myth of necessary consumption is slowly, starting to begin to fade. We may be a long way from the socialist ideal that would cure this unnecessary need to purchase beyond our means, but at last there is light at the end of the tunnel and society can choose to leave excessive consumption behind, replacing it slowly instead, with a focus on human relationships rather than materialistic greed.

Gordon Brown, the buck stops with you & Labour...

Right. It’s time to draw a line under the whole blame game surrounding the current farcical economic situation once and for all. As a humble Copywriter, I’m under no pretence that I have the solution to the world’s monetary woes, but it seems to me that the British Government is overlooking the fact that so much of society’s financial troubles have arisen from the society that ‘New’ Labour has built.

I graduated five years ago with a mountain of student debt. Plenty of my friends, people I’ve worked with and people I’ve met are in the exact same situation to me. Unless you come from an extremely moneyed background, the only options available to you in your pursuit of further education are student loans, overdrafts, credit cards and debt.

Even the most prudent of students will leave university with several thousand pounds worth of debt, meaning that we have an annual army of graduates with huge debt and limited employment prospects. I found it hard trying to find a creative job that I’d trained for in an extremely competitive sector, having instead to spend several post-university years shackled to the oppressive chains of retail work. I genuinely pity the graduates of today – coming out of halls and into the real world to a job market more barren than a Tony Blair fan club meeting - weapons of mass destruction anyone?

I digress. The issue I wish to make is that the UK now has a whole generation of indebted students, clambering to get on a career ladder that’s as wobbly and creaking as a rope ladder in an Indiana Jones film. It inevitably won’t hold everyone, and as seen, the economy has now ‘snapped’ in spectacular fashion, dropping several UK workers into the unemployment abyss that lurks beneath all of us.

I’m an indebted student. I have finally got onto a decent career ladder after three and a half years of retail work. That low-paid work required borrowing from overdrafts. I don’t have any deposit to get on the housing market as I’m continually seeing my pay packet drained as the Government take back their percentage of a fat student loan – a percentage that leaves me short each month yet barely covers the interest on the loan.

Whilst I know there are so many factors to consider in this complex financial meltdown, why don’t we learn from this and ensure that positive change comes about as a result? Why not offer our citizens free education, enabling them to graduate debt-free, clued-up and able to buy a house – able to feed the economy rather than drain it further. Gordon Brown and his cronies want us stimulating the housing market and buying properties? Sorry Gordon, we’re too busy balancing Labour’s student debt on our shoulders to even think about buying our first house yet.