You have the power
I was interviewed last week by Ken Picard from Seven Days for an article he was doing about the Burton snowboard controversy. It was an interesting interview because Ken wanted to look at the issue from a different perspective. His goal was to look at more of the marketing and imagery trends within the industry as opposed to the "controversy itself".
His piece, entitled: "Antiviolence Advocates Ponder Next Move in Burton Protest" highlighted the marketing side and the imagery impact of messages that "promote" gender inequity or violence of any type.
Ken, myself and Sharon Lamb (who was also quoted in the piece) all serve on the media representation sub-committee of the Vermont Approach to End Violence Against Women.
The important messages from the article (to see the full piece go to: http://www.7dvt.com/2008antiviolence-advocates-ponder-next-move-burton-protest):
- Controversy sells. "Burton may, in fact, have the last laugh — all the way to the bank. As Jake Burton Carpenter admitted, the recent media attention on the controversial boards has only fueled the public’s interest in them; sales of both boards have “well exceeded expectations,” as he put it. "
- Burton needs to convey an "edgy" image for the snowboard culture. "Another Burlington resident who works in the industry, and asked not to be identified, suggested that was Burton’s goal with its controversial designs. “In this industry, you need to keep an edge and a core demographic,” he said. “And, if you don’t have the absolute core guys backing your brand, you start to lose a little bit of credibility.” "
- Until WOMEN and MEN in the target market step up by NOT BUYING, these things will continue to happen. "Young said the only way companies such as Burton will eschew products and ads that objectify women and sensationalize violence is if their best customers tell them to stop. (that's a quote from me, BTW)"
- Bottom line, images of violence and objectification of women CAUSE more violence and gender discrimination. "...research from several different studies revealed that people who regularly consume sexually objectifying images are more likely to see sexual relationships as adversarial and to accept “rape myths” — that is, the notion that women invite rape by their own behavior. ( a quote from Sharon Lamb)"
My personal thought is you can be edgy as all get out and project an image that is youthful, rebellious and anti-authority WITHOUT promoting gender inequity and/or violence. Burton, in my opinion, like many companies has taken the easy road. Let's throw up some naked chicks, call it "tasteful art" and then let's throw up some more violent images and call it "toilet humor". Yeah. That's the trick. It's a cop out is what it is. Where is the creativity that an edgy brand is supposed to have?
Creatives and marketers everywhere -- I challenge you. Be edgy. Create conversation. Move your brand forward. Just don't do it on the backs of women and don't promote violence for violence sake. Rise above it and really show your edge. If you don't, you aren't edgy ... you are just the same as everyone else in a sea of tasteless mediocrity.
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