“It’s a problem when most meaning makers don’t feel optimistic about their own work, yet the public is increasingly looking to brands for social change. After all, businesses are still trusted more than governments, the media, and NGOs.

If brands weren’t so important in people’s construction of self (values, differentiation, belonging, etc.), we won’t see so many people filming themselves burning products and “voting” with unsubscription screenshots. A logo is never just a logo.”