I had originally planned to mark Lunar New Year with a blog about the importance of the Chinese market for many brands. Then I was going to do a list of all the best Lunar New Year themed promotions and products. And then I got distracted, started writing this post way too late, and watched YouTube instead. I watched a video with a creator who was going through some of the promotions she was able to get. (So not procrastination, research then?) And I heard her say that she was glad at how inclusive the brands were becoming, pointing to how many of them have embraced the red envelopes. That’s when the title of this blog first appeared as a thought: No, dear. It’s not inclusivity; it’s marketing.
I recalled looking at multiple retail sites and seeing for the first time ever on their pages models of Asian descent. It bothered me because I knew, or assumed, that they had only been hired to appeal to Asian consumers for this brief promotional period. I was too pessimistic to believe they would continue to work with the brands throughout the year. My fear is that there was never a desire to truly be inclusive, that is, to actually include people from these cultures in decision making or provide them with a seat at the table long-term.
It made me think of the so many recent events and the ways in which brands put out statements in support of Black people. That too was not solidarity, but marketing.
Perhaps the push towards clean beauty is not really out of concern for the planet but just a ploy to get money from people who care about the planet.
This post is not well researched. It is just my opinion. I know that brands need to make money. To do that, they have to cater to what they believe consumers want. I do not fault them for that. However, I as a consumer am longing for authenticity. Is that something I can receive?
A Wren Says 