In the eruption of anger over the Gillette advert, there seems to be a lot getting missed.
Of course the message that men need to think about their behaviour towards women and to challenge each other when they see harassment is valid, timely and needs amplification.
But there are also real question marks over corporations being the bearers of these messages.
The irony of a corporation that has used hyper-masculine imagery for 3 decades to sell their product now criticising men for buying into that hyper-masculinity seems a tad on the nose.
I was personally pretty cynical towards the Gillette advert and wrote it off as corporate woke wash, but watching in disbelief at Roastbusters wanting to launch a music career this week forces me to put that cynicism aside and acknowledge the deep need for the message Gillette is pushing.
I just don’t know if corporations can actually be part of any real solution the way I don’t think Macdonalds can be relied on for dietary advice.
The 2016 Amnesty International report into the use of Palm oil in products for Gillette’s parent company, Proctor & Gamble, from Indonesian production plants is incredibly damning in terms of environmental damage, worker abuse and ironically discrimination against women…
…so while I applaud the message and think many mens anger at being reminded of our basic obligations of decency is insecurity and perception of a loss of identity, I still have great difficulty seeing corporations as part of the deeper solutions we require beyond the immediacy of this moment.