Black Friday at Foreign Policy

A new piece about brands at war

In a special Black Friday-themed article for Foreign Policy, I explore the international relations of … brands:

In a brand-dominated consumer economy, defining oneself by a relationship to brands is inescapable. Even in normal times, choosing between Starbucks or Peet’s and Athleta or Lululemon expresses not just personality but political and moral overtones. War, and the threat of war, can bring national loyalties into the mix, making customers avoid anyone who is trading with the enemy, possibly for long after the conflict ends. Even brands that want to be bystanders will come under pressure to take a stance.

Once, companies could segment their messages in different countries, or even avoid commenting on conflict at all. In a world of digital media and consumer-activists, that is no longer possible. But it’s not the first time that companies have had to steer through rocky geopolitical shoals with lasting consequences.

With appearances by Brooks Brothers, Hugo Boss, Coca-Cola, Pepsi, Anheuser-Busch, McDonald’s, Ben & Jerry’s, and more!

Read it here! And happy Brandsgiving!