I grew up at a time where a natural disaster would be pushed aside by brands jumping on the bandwagon. I'm glad that this trend is leaning toward the ethically responsible thing to do. One example is Steve Wind-Mozley, CMO of the VIZRT Group. On LinkedIn, they posted their reasoning for doing what is ethically correct rather than jump on any bandwagon.

I experienced the “bandwagon” a lot as a 90’s kid. If you are GenX or older, save your groans. I don’t care. But yes, I grew up in the 90’s. Whenever there was a scandal or natural disaster, there would always be some well-known Hollywood actor facing the camera pretending to be concerned about what was happening in whichever country. And these commercials would air immediately. How the hell did these companies know to air them so quickly?!

Whatever the reasoning, I consider this self-promotion in the face of something terrible. And for what? The only thing I can think of is profit. And more companies are making more ethical decisions in the face of disasters. Specifically in the face of what’s happening in Ukraine.

I am all about Trans Black Lives Matter. Right now, I’m switching my focus toward Ukraine lives. I feel powerless in the face of this international debate. I physically and fiscally cannot do anything. But as soon as I figure something out, then I will act. But I won’t promote myself in the process. It will only be a report after the fact.