Towards the end of March I noticed almost an instant change in the way businesses were advertising:

“We’re all in this together.”

“We can help you be safe.”

“Let us provide for you in this time of need.”

Did you notice it, too?

I think the constant barrage of hashtags and clickbait and soundbites has exponentially increased my level of cynicism in recent years, but in this case I think it’s wholly justified.

Don’t for a second think that these business have your best interests in mind. They don’t. It’s all about their bottom line, plain and simple. It’s all about the bag.

This is part of the reason I dropped social media last year. There’s a need for “influencers” and “brands” to weigh in on every single issue and event. It’s exhausting. They have to change their profile pictures and bios, release a statement, and go live on instagram so they can “be visible” - oh, wait, I mean “take a stand”. You saw brands do it with coronavirus and now they’re doing it all over again with Black Lives Matter.

Take HBO Max. Did you even know what HBO Max was when it came out? Of course not. It was confusing and no one was really talking about it. Then they remove “Gone With The Wind” to address some concerns for a while and suddenly everyone was saying “HBO Max Removes Gone With The Wind” From Their Platform.”

I could almost hear a corporate executive screaming, “Yes, we did! And that’s HBO MAX…M-A-X…sign up now!”

Companies finding ways to market themselves during a time of crisis make me sick. It’s a disgusting, awful way to do business and yet, many people seem to be celebrating corporations instead of seeing through the thin veneer of their opportunistic virtue signaling.

Recently we see this with the companies boycotting Facebook’s advertising platform. Russell Brand had some good thoughts on the matter and, as usual, said them in a much more intelligent way than I could:

The problem with all of this is that people are fed up with Facebook and are probably posting about their frustrations with them right now on THEIR FACEBOOK FEEDS. I’m not even on there but I guarantee you its true.

Everyone I know hates their social media. It makes them anxious and takes up too much of their time. They get in disagreements on it or find themselves getting more and more depressed. But, they’re convinced they can’t leave or even better, might be able to stay on and make some change.

But, if you really think any of these companies care about you then think again. They don’t. The social media companies don’t care and neither do the ones boycotting them. It’s all about the bag.

Whether they stay on the platform or not, the companies are all getting press out of it and we’re all forced to sit here and celebrating them for being “brave” and “supporting the cause”. And it seems hopeless, like there’s no escape.

But there is…

Don’t celebrate the brands. Don’t support the platforms that give them a message. Delete your social media. And don’t fall for shameless marketing that takes advantage of the current political climate.

Opt out.