Gillette, The Best …

Don’t give Gillette credit unless it does a lot more than making an ad, Fast Company, Philip Haid, January 18, 2019

Calling It Out

“My concern is that all this attention and controversy is focused in the wrong place. Regardless of how you respond to a piece of creative advertising, we should all be asking Gillette: Where can we find your authentic commitment and action to changing this problem?

If brands are going to lean in to social purpose to sell product, we have to expect them to do so with substance. Raising awareness is not enough. There needs to be a genuine, informed, long-term commitment to the issue with a clear plan to achieve the change the company is seeking to create.”

Through the WI Lens

Gillette has taken on a socio-political issue with its latest ad campaign, riding on the back of the #MeToo movement to subvert its “best a man can get” line to “the best men can be”. It’s urging men to become better role models, to be less macho and to stop excusing sexist and predatory behaviour towards women. On the face of it, what’s not to like? After all, it’s not the first brand to have picked up a serious issue and run with it: Sport England’s “This Girl Can” campaign, and Always’ ‘Like a Girl’ – from a brand owned by the same parent, Procter & Gamble – are just two recent examples that were generally well received.

So what’s gone wrong here, why has Gillette run into a storm of criticism and been accused of “woke washing”? The simple answer is that Gillette has never shown any sign of being awake to feminism previously, instead being a source of macho stereotyping, if not sexist behaviour. Therefore, to pivot in this way inevitably leads to the suspicion that it’s doing so for profit motives – perhaps because its business model is being severely challenged by current grooming fashions. To be able to use this kind of message in a credible way, you have to build consistent values over a longer period. The tone is also accusatory, confrontational, and has antagonized quite a few male commentators, where it could have focused on being more positive and supportive. Brands can play a part in fostering progressive social change, but only as part of a long-term commitment – it’s not an instant fix.

Gut Feelings

April 16, 2019

Could Therapy Be Key To Treating Your IBS? – Huffington Post, 11 April 2019, Natasha Hinde

Radicalise Movement

April 2, 2019

Sitting down for too long may be causing 70,000 UK deaths a year – The Guardian, 26 March 2019, Nicola Davis

Humans Back In Vogue

March 26, 2019

Human Contact Is Now a Luxury Good – New York Times, 23 March 2019, Nellie Bowles

Sickness to Debt to Sickness

March 19, 2019

Americans Are Going Bankrupt From Getting Sick, The Atlantic, 15 March 2019, Olga Khazan

On The Money

March 12, 2019

Why the future of well-being isn’t about money www.weforum.org, 26 Feb 2019, Justin Dupuis

Bread Culture

March 5, 2019

With bread’s return to favor in the wellness world, consumers are ritualizing the baking process as an opportunity to slow down. JWT Intelligence, 28 February 2019, Emily Safian-Demers

Ikea Purity

February 26, 2019

Ikea’s new curtains purify the air inside your house – Fast Company, 20 Feb 2019, Jesus Diaz

Insectogeddon

February 19, 2019

Insectageddon – Politicians are complicit in the killing of our insects – we will be next – Guardian 12 February 2019 – Molly Scott Cato

Goop, Delta, Netflix

February 12, 2019

Goop Enters Netflix Deal: Has Pseudoscience Found A New Platform? Forbes, 9 Feb 2019, Bruce Y. Lee

Race Ready Workplace

February 5, 2019

5 ways work culture will change by 2030, Fast Company, February 4th 2019 Gwen Moran

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