From The Archives
America the Greedy
In a world awash in anti-American sentiment, however, American brands and their commercial communications have the power to affect real change—not only in fixing the image that Americans are imperialist, gluttonous and abusive of the planet, but in eliminating the gap between the “haves” and “have nots” that has been deepened by globalization. America’s companies have the most money to invest, more influence in the media and the full attention of cultures all over the world—for better or for worse. Changing things for the better will depend in part on the branding and visual communication experts who help create and promote many of these American brands in the first place.
When asked if we can better guide commercial clients, chairperson of AIGA’s Brand Experience Community, Nathan Shedroff answers, “Emphatically, yes. The opposite of bad commerce is good commerce, not strictly nonprofit. While nonprofits are important and do need us, we also have an important responsibility to help our commercial clients better understand all of the issues that surround their products, services, events and communications. We have to help them uncover new possibilities.”
For the rest of the article, go to Communication Arts' web site: http://www.commarts.com/ca/coldesign/carM_217.html
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Ms. McCarron's well-intentioned article is loaded with the usual stuff of apologists for industry.
The words "freedom", "diversity", and "democracy" are always loaded, virtually dripping with patriotic sanctimony, and we overlook this at our peril. There are places in the world where democracy does not work especially well. This does not mean that the only alternative is tyranny. In many places the good of the individual is secondary to the wellbeing of the community.
It's almost impossible to know how to respond to a person who believes "...corporate brands are clearly more in touch with peoples emotions..." or "Terrorism is the dark side of globalization and our new world economy." Apparently the largely white-middle-class terrorist enclaves of the seventies, Bader-Meinhoff, SLA, Weather Underground, have been completely forgotten. And to always focus on 9/11 as the emblematic terrorist act against capitalism ignores the reality of worldwide riots against the WTO.
Like anyone who reads, I've noticed BP's new material. It follows in the wake of similar campaigns by Weyerhauser and General Electric. And if you seriously believe that one of the world's greatest polluters has merely turned over a new leaf, you might do well to ask Robert Kennedy Junior just who it was cleaned up the Hudson River Basin (Not GE!).
The bottomline with articles like McCarron's is "Somebody's gotta do it, so it may as well be us." But, in truth, and contrary to our well digested truisms, you don't have to participate in the "apparent" enlightenment of a corporation, unless you're terribly comfortable with your social caste.
Here's a radical way to address world poverty: Purchase a one-way no-frills visa and ticket to spend six months in a developing world destination. When you return, if you still find that you want to help reposition someone's brand for the betterment of mankind, then relax. You were in the right business afterall!
If not, give me a call. I'm sure we'd have much to talk about. -
Good article, Carolyn.
There is indeed a perception in much of the world that America is greedy... and for good reason. For example, more is spent annually in the U.S. caring for those with obesity-related illnesses ($70 billion) than the estimated total amount required to provide clean water, sanitation, basic health care, adequate nutrition and education for every person on earth ($40 billion per year, UN estimate, 2003). Incidentally, $40 billion is also McDonald's turnaround for a year.
America encodes its values as: ''Freedom, Independence, Choice...'' but these are decoded elsewhere as ''Selfishness, Arrogance, Excess...'' Simply put, there is a massive credibility gap on a global basis between what America 'says' and what America does (though ironically, the gap seems only to be apparent from abroad). Real efforts to improve America's image will come not from more or more clever advertising and public relations (regardless whether by Business or Government), but from a closing of the gap between America's desired identity and its integrity (talk matched by walk).
I agree with Mr. Stairs that 'greenwashing' of corporate brands by designers will not make a substantive long-term difference in the public perception (other than perhaps adding new layers of corporate mistrust and disillusionment by a discerning and brand-savvy audience). I do think, however, that there are indeed many things that designers can do to raise awareness of these issues (publicly, among colleagues and in the corporate boardroom) and in providing recommended alternatives and solutions. And, each of us taking action 'in our own back yard' is a proven method to bringing about real results.
Complex problems are never solved with simplistic, pat answers. As a design community, we hold within our membership the ability to explore, discover, envision, test and share solutions – a wide range of responses is likely called for – and forums such as this allow for exchange of ideas in order to further both collective resolve and individual efficacy. -
Some of the political actions against McDonalds are the result of McD corporate policies that encourage deforestation, GMO agriculture, wasteful packaging, and lousy working conditions and wages. McD's has made a *few* changes on this front (most notably in packaging) as a result of activism overseas, and not due to the hard work of thoughtful and persuasive designers.
They didn't make the changes out of altruism: they did it because demands were made. (for many years)
I kind of agree with Kline's critique, that trying to improve a country's image through a comprehensive branding effort could have too much in common with totalitarianism...
Lots of people in the US don't eat at McDonalds out of democratic aspirations: they eat there because they've worked all day, can fill up cheaply, and there is no grocery store in their neighborhood.
That said, I do think designers can make choices and have spheres of influence...especially if they become involved in broader political movements, in addition to relatively isolated client relationships. -
I am here, indeed we are all here to play a part in shaping the destiny of the world we live in. Because we the peoples of the world are separated into nations that are inherently different it is impossible to effect change out side our boarders with money alone.
If Sweden gifted 10 million dollars to Afghanistan it most certainly will not benefit the people of Afghanistan by 10 million dollars. Afghanistan is not structured to take advantage of that kind of monetary gift. I agree with David the best way to effect change is directly. If I were so compelled to make change for the people of Afghanistan they would be best served if I gave of my knowledge. -- Therefor it is not a practical argument to compare the expenditure of money when judging nations who's people are better off than others.
By the same argument companies should not expect they can do business in another nation and expect a dollar for dollar translation in the eyes of the nation's people. Tariffs exist to level the monetary exchange at the moment of exchange only. Tariffs, however, do not go the root of the problem nor do they solve it. Companies do not exchange internationally to solve problems of inequity but to take advantage of them. All companies are inherently unable to right problems of inequity. -- We should not expect that any operational function of a company including professional designers would want to effect change.
However any professional designer can choose to effect change by working with those who directly share there expertise with other developing nations. If you think that developing nations only need advice from lawyers, doctors, financial planners and diplomats you are wrong. They need professional designers as well.
I am not inclined to assist outside an adherence to a personal philosophy -- I don't eat fast food because it is an outward sign of laziness and laziness is an admission that I am unable to design my own destiny.
-- SE -
I fundamentally believe that good, innovative design can reshape the way we live our lives. If we as a country truly want to change our reputation as greedy, polluting, imperialists....then maybe we as designers should try to change the opinions those responsible for cultivating that world view. Design, branding and packaging aside, offers infinite potential to change how large corporations affect our world. Tricycle, a design firm in my town (tricycleinc.com), created a new technology that simulates very realistic photographic carpet samples on paper...reducing massive amounts of landfill waste, oil, and money all at the same time. Now almost all of the major carpet producers in the country are using this technology. Greenwash? Design is problem solving.
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American are materialistic,money greedy,
hypocrites +false christians they claim to be christians but most of them are not spiritual .True christians are not hypocrites
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