Burn all the baddies?

People seem to be growing increasingly politically charged about the products they choose and the brands they associate with.

Three camps seem to have emerged:

Camp 1: Burn all the baddies. This camp will forgo tools that improve their craft in favor of a political stance. I understand the thinking. But making yourself worse to spite them, doesn’t spite them, only yourself.

Camp 2: Reasonably avoid the baddies. This camp will make smart choices when choices are presented. They’ll shop based on what’s good for their craft, and good for their soul. But they won’t get caught up in the political opinion of every employee of every brand they buy from, knowing that will only lead to buying nothing at all.

Camp 3: I don’t care. This camp just doesn’t care, and will use whatever advances their cause, come what may.

I think we all get to choose where on the spectrum we operate. I’m in “Camp 2”, for instance.

But perhaps more importantly, we all get to choose where on the spectrum our own brands operate, as that dictates what camp we attract to our own work.

It’s a psychographic that continues to grow, and one worth pondering.