We must act responsibly towards the solutions we create. It does not matter in what field you are working on. Every time we create a message it creates an impact.

We are constantly bombarded with messages, some are important most of them are junk we digest. Our perception has changed. We used to read long stores and gather our opinion by digging on the subject matter.

We used to read.

Today with the constant rise amount of messages we receive (blaming the junk of social media we can’t get away from), we are only reading titles there for we are building opinion on complete junk. Hard to imagine how our mind structure these “titles”. A few years back the number of messes per day was around 5.000, but that was before the rise of the social media…(i have no idea what the amount is today, but the number must be crazy). Of course high percentage of these messages are advertising. Meaning they are telling us about something with some rather fine tuned words and fancy images. With the user data, of course, these words and images are carefully aimed directly at us.

With so many things around us it is hard to know what is good or what we really need. Most of the good brands don’t really have a huge advertising money to compete with the the third world made, high pollution “junk” brands. Not to mention where all this “cool” brands are made these days.

It is the world we live in.

But here is the thing. We are creating these messages. So we have the power and with power we have responsibility. To work only for more true brands and ditch the junk ones — for sure not a way to go. I do know how hard it is to get clients.

It is a challenge. But what if we would rethink the values of each brand we already work with? What if this is the new mission for all message creators? What if this our new social responsibility?
While we (the consumers) are becoming more and more demanding in terms of what the brands are offering, the brands are finally rethinking their core. It works faster for more agile small brands who know their social responsibilities — the impact on people, environment and local resources. Big brands can’t ignore this much longer, but it will take them really long to adapt.

The excessive advertising is already backfiring for them. The more and more educated consumer will hurt junk brands on each step (one good point of social media). They are loosing where it hurts the most. Consumers are always the first voice/ambassadors of the brand and when the bitch momentum starts roiling, they can’t stop it.

The new social responsibility starts with three simple questions you can ask the brands you are working with:

  1. How can they improve their impact on local people?
  2. How their products or services impact the environment?
  3. How can they use local resources: human and material?

Socially responsible brand means it is a healthy brand. This is our new social responsibility!

Even when we don’t have the power we can do a lot by just rethinking what we are doing:

  1. Rethink what you really need.
  2. Buy less, buy better.
  3. Support local brands.
  4. Follow their values.
  5. Help them grow.

I learned most of these things in the past two years working as a mentor for creating a sustainable and socially responsible business.