Brands must stop pandering to purposes they’re not connected with, Koala marketing boss tells Mumbrellacast

Marketers need to stop allowing their brands to pander to purpose, chief marketing and technology officer for Koala, Peter Sloterdyk, has told the Mumbrellacast in an episode available to listen to now.

Speaking to Mumbrella’s head of content, Damian Francis during Pride Month, Sloterdyk delivered a strong opinion on the growing regularity of brands attaching themselves to causes, particularly when it is without the necessary thought required to do justice to the strategy.

“I never think it is more prevalent than during an acknowledgment month, whether that is Pride Month or, in the States, Black History month,” he said. “When brands do what is currently called ‘rainbow washing’ and brands turn their logo rainbow and make a $10,000 donation to a queer organisation one way or another – it is pandering. There is nothing authentic about it. If you don’t support that community, whatever that community is, the other 11 months of the year, there is nothing genuine about what you are doing.