Seducing the corporation

A contrarian spin on the CSR/branding debate here at The art of seduction where consumers are being maligned for diverti...

November 18, 2004

A contrarian spin on the CSR/branding debate here at The art of seduction where consumers are being maligned for diverting the course of capitalist economics, by ‘seducing’ corporations into giving them what they want.

Randall Frost believes that in seeking to please ethical consumers, corporations are advancing the cause of the anti-globalists and the result will be a loss of their own sense of identity.

He seems to be describing a natural process of marketing to me. But what do I know?

“The strategy of many anti-globalists has been to undermine the capitalists economic model, by enlisting the support of consumers on issues that no one can find much fault with, in an effort to cripple the operations of the multinationals that drive globalisation.” he writes.

If this approach of pandering to consumer continues, the consequences are dire for capitalism, he believes.

“Robbed of their own seductiveness, the seduced are ultimately left vainly sekeing their vanished lovers – and their equally vanished selves.”

So hold fast to your authenticity, capitalist bastions. Do not be seduced by your duplicitous customers. They do not love you. They are the enemy within. They come to undermine your business.

They come to steal your brand…

But you know what Randall, you should let them. In the words of Billy Bragg, they are merely the ‘disposessed reclaiming what was theirs’. Engage with them. Allow your brand to learn, and they may help you make something they actually value.

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