Why progressive marketing is a horrible strategy

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  • Post published:July 6, 2021
  • Reading time:3 mins read

I’m a giant fan of beer. I like all kinds.

And I’m a huge fan of local breweries. I think my top 3 favorite breweries are all within a 30 minute drive from me.

I will also buy different kinds of beer to try, even when I already have a bunch at home.

But I saw this IG post from Lawson’s, which is in Vermont (not far away), and it bothered me that this was part of their marketing…

Here’s what their IG photo says:

We Welcome

All Races and Ethnicities

All Religion

All Countries of Origin

All Gender Identities

All Sexual Orientations

All Abilities and Disabilities

All Spoken Languages

EVERYONE

You are Home.

Here’s their caption:

At Lawson’s Finest, we are committed to providing a safe space in our workplace and guest spaces regardless of their gender, race, ethnicity, religion, sociology-economic status, sexual orientation, ability, gender expression, age or appearance. In June 2020, we formed an employee-led Equity, Inclusion and Diversity (EID) Board to serve as stewards of this core value. As a company, we are committed to confronting harassment wherever we encounter it through continuous improvement, education and accountability…

Blah, blah, blah, it goes on.

Damn, that was a lot to type in. And IG won’t even let me copy and paste😂

Here‘s where I’m getting hung up on… 

So freakin’ what?!?

Who cares?? Why is a brewery even posting something like this?

Do you know how many times I’ve seen this type of virtue signaling? Too many times.

At this point, it’s not even special. I’ve seen Health insurance companies, Starbucks, even big tech companies talk about how they’re “pro-everyone.”

It’s fine to have a diversity committee, but what is that committee actually accomplishing?

Are they cleaning up parks or adopting a highway? What is their committee physically doing besides sitting in a circle while you guys discuss how the world “should work.”

I could go on…

Bottom line is this…

If you read any piece of copy or marketing, and you don’t have a clear idea of what company it’s from…

Not only that, but you could plug any company’s name in there…

You need to completely rethink your marketing strategy.

Because as much as companies want to virtue signal these days because “everyone is doing it.”

They can’t virtue signal money to the bank😂

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