Advertising

"Innovation comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do too much,” said the late Steve Jobs. “We're always thinking about new markets we could enter, but it's only by saying no that you can concentrate on the things that are really important." These days, Team Apple is all about finding new markets, no matter how removed they are from the company's core focus. Jobs once flirted with an advertising-supported operating system but ultimately gave it a pass. Now, in a strange twist, Apple is doing just that — selling ads in its services that are part of its platform. It wants to become a pooh-bah of digital advertising (it had tried before in 2010 with iAds, an effort that fizzled out).

Some of America’s biggest businesses are withholding their ad spending from social media sites, in order to pressure these platforms into restricting or fact-checking posts from conservative users — under the guise of ‘opposing hate online’. On Friday, Unilever, the company behind household brands Lipton, Dove, and Axe, announced it would stop buying ads on Facebook, Instagram, and Twitter to encourage those sites to be a ‘trusted and safe digital ecosystem’. Unilever joined several other major brands boycotting social media advertising, such as Coca Cola, Denny’s, Honda, and Starbucks. This corporate pressure campaign is an unfortunate example of businesses bowing to the online mob.

When the coronavirus pandemic hit, some industry pundits predicted that the ‘techlash’ — the souring of public opinion on huge technology companies like Facebook and Google — would cool off or even disappear entirely. After all, with everyone cooped up at home, surely we’d develop a newfound appreciation for the technologies that became the only way to connect with others?That was short-lived. Following extraordinary social pressure amid this summer’s heated civil unrest, an advertiser boycott of Facebook has taken hold. Under the moniker Stop Hate For Profit and backed by the Anti-Defamation League and NAACP, brands from Starbucks to Unilever to Coca-Cola have bravely pulled ads from Facebook for the month of July.

When I spoke with NBC News earlier this week to talk about the media industry’s role in combating misinformation, I worried that the story might gain undue traction if any footage happened to get posted from my Zoom interview. In it, I was sitting in front of a bookcase full of chainsaw operation manuals and guides to dealing with invasive plant species. (Hello from COVID exile in rural Maine, where every day is Groundhog Day. Literally. A family of groundhogs has taken up residence outside the living room window.)Instead, the story turned out to be the fruits of a partnership between NBC News and a nonprofit called the Center for Countering Digital Hate.

It seems like it should be quite the scandal: one co-founder of Facebook chastising another publicly for a business decision that has, allegedly, had major social reverberations. In response to Democratic presidential contender Elizabeth Warren calling out Facebook for loosening its restrictions on political advertising, Facebook co-founder Chris Hughes took to Twitter. ‘I have a feeling that many people in tech will see Warren’s thread implying FB empowers Trump over Warren as unfair,’ Hughes wrote. ‘But Mark [Zuckerberg], by deciding to allow outright lies in political ads to travel on Facebook, is embracing the philosophy behind Trumpism and thereby tipping the scales.

It was really only a matter of time before a men’s shaving company began virtue signaling about #MeToo and toxic masculinity. Welcome to the brave new world of ‘woke capital’ – Gillette and their cringeworthy ad is just the latest example. Their short film, which basically plays on familiar denunciations of guys as insufficiently sensitive, is all about showing how much Gillette cares about making the world a better place that is an absolute utopia full of neutered men. Of course, Gillette does not seem to care so much about...treating their workers with basic decency, but...details. Gillette is far from alone in their attempt to showcase their exquisite dignity and compassion.