COVID-proof activewear and COVID-safe cruises: Why succumbing to the anti-science brigade is bad ethics and bad branding
It’s no longer enough to simply avoid anti-science rhetoric, it’s time for brands to actively fight against it, writes Raphael Bender, founder of Breathe Education.
We’re living in a time when we increasingly disagree about facts. Conspiracy theories, anti-science rhetoric, and ‘truthers’ are becoming part of mainstream consciousness.
The denial of science, mistrust of experts and the misconception that “doing your research” on YouTube will enable you to unearth secrets that scientists have not yet understood, is a dangerous cocktail geopolitically and we’re seeing the consequences right now in the US and UK’s disastrous handling of COVID-19, not to mention global warming.
However this same phenomenon shows up in more everyday situations in our lives. Marketing of many products and services we use or aspire to are also, it turns out, largely driven by misinformation and in conflict with science.
