Branding in the Golden 20s: Please bring back the gentlemanship!
According to Google, the word ‘gentleman’ is nowadays used very rarely in comparison to a few hundred years ago. Does this mean we have found new ways of describing the ‘gentilz hom’, or have we simply lost the trait?
In its original definition, back in the Middle Ages, the term ‘gentleman’ was a loose term highlighting someone was generous. Over the years it increasingly denoted someone’s rank or stature — most often gained by birth, not by conduct. Still today, in 2020, Oxford dictionary emphasizes good social position, noble birth and the formal way of referring to a man.
However, over the last decades, a more conduct anchored definition has gained traction: Gentlemanship (equally applies to gentlewomen) is based on values, morality and honor, holding oneself to a high set of standards. Some even expand if further: Being on a constant search to seek and understand an answer to gain fulfillment and higher knowledge.
In our capitalist world, where corporations are largely in charge of humanity’s future, should we have a ‘gentleman’ like name for brands that behave in courteous way — And no, this does not only mean including ‘integrity’ in the company values, or Google’s ‘Do no evil’, but actual courteous conduct. Factfulness is a disappearing commodity in a world driven by stories, polarization and emotions. At the same time, we should somehow manage to keep our planet habitable.
In recent polls, most Westerners state that they are willing to pay more for sustainable products and services. Oh, and have the corporations listened? Most definitely. In those same polls, most consumers state that majority of eco-friendly marketing claims are confusing — campaigns sound like greenwashing! As consumer attitudes are starting to lean towards sustainability, we need more actual steps towards greener lands, and not only empty marketing promises. Which of you can clearly state whether Tesla’s cobalt batteries from Kongo are better than Volkswagen’s CO2 emissions?
Consumer brands are declaring their eco-ness with the same products that still a few years ago were differentiated through a lower price tag. Advertising agencies and strategy consultants are positioning themselves ever greener, although the same team has specialized in maximizing growth until now. Greenwashing is pushing us into a world which looks clean and inspirational on the surface, but consolidates all the dirt underneath. How long will the consumers keep listening to our marcomms before they abandon the ‘green trend’ due to lost credibility.
Is it better for a brand to seem sustainable, or to admit the challenge and immediately start the cleaning process? We are heading towards a world where sustainability is not a competitive advantage, but the only way to stay alive. Economically and literally.
Instead of riding the populist train, we need pragmatic, honest and impactful actions. Exemplary project is currently underway in the Nordics where Finnish-Swedish SSAB is transforming their Raahe factory into production of fossil-free steel. Project’s KPIs are simply two-fold: Creating a new innovative production line of carbon-neutral steel, and cutting 7% of Finland’s greenhouse gas emissions. That’s right: 7% of national emissions from one innovation and project!
Maybe it is the honest engineers and businessmen who behave like true gentlemen that bring back the corporate trust. Consumerism will most likely never stop, but its nature will need to be based on more sustainable principles. How else could this be achieved if not through truly sustainable products and services, and transparent corporate operations.
Welcome back gentlemen and gentlewomen, to lead ‘gentlebrands’ — companies that walk their talk, with integrity and courteous conduct — and simultaneously create a more sustainable tomorrow.
