If you haven’t been on social media or watching the news the past couple of days, there’s been a viral explosion. Not about Trump or Theresa may. It’s about razors. Or let’s say about one of the biggest consumer brands behind razors – Gillette – who just launched an ad that is garnering applause and criticism around toxic masculinity. Not surprising. Anytime we humans do anything these days for the good or bad of the human race, some are going to love it, and some are going to hate it.
However, I believe there is another subtle message that we all need to pay attention to when corporate money gets thrown at social movements. It’s about humanity, toxic behaviors, and being empathetic. While the focus is on men, masculinity, and toxic behaviors in this ad, it does beg the question of who’s to blame, what should be done, and do big consumer corporations who haven’t previously thrown their hat in the ring on social justice movements, deservet to leverage their brands to make or take position.
Here’s my thoughts, and if you haven’t seen the video, here’s what Gillette came to the table with for us to take a stance on. Would love to hear your thoughts.