This year has been both a huge challenge and opportunity for public relations and advertising professionals. From the need to make products and services relevant to life during COVID-19 to political and social issues coming into the spotlight, there’s been no shortage of work in the B2C communications field. And while many brands have come forward as activists and allies, it’s become incredibly important as consumers to expect more from the companies we shop from. Performative Public Relations (PR) is more of a problem than ever, and its on us as consumers and public relations workers to hold brands accountable for how they react to social justice issues.
So, what is performative PR? Brands have long tried to build trust with their customers through CSR, or corporate social responsibility. This can include donations to charitable organizations, volunteering, or a promise to use ethical and sustainable practices. However, these days it’s become easier than ever for companies to simply post a solidarity graphic on Instagram and call it a day. This is harmful not only because it doesn’t contribute meaningfully to these causes, but also because it’s misleading to consumers as to whether or not a brand is ethical. More than ever, consumers need to be smart and analytical when shopping for ethical brands.
One way we as consumers can hold companies accountable is by calling them out online. Over the 2020 summer, clothing brand Dolls Kill posted a black square in “solidarity” with the Black Lives Matter movement. However, they didn’t do anything to bolster this post – they continued to rip off black designers and create racist clothing items. In response, consumers called them out, and forced them to release a statement admitting to their faux-solidarity. This may seem small, but it’s a huge step to brands realizing that we will not stand for performative action.
Another great resource for shopping sustainable and ethical brands is website goodonyou.eco. You can search your favorite brands and see how they stack up in terms of sustainability, corporate social responsibility, and worker’s rights. While it may seem like a small action, holding brands accountable and shopping at companies that do their part to make the world a better place is an important step towards ethical consumerism. And with the holidays coming up, it’s a great time to re-evaluate where you shop and make sure that your favorite brands are active activists, not performative PR posers.
