As marketers, we should hold ourselves to a higher standard when it comes to ethics and integrity. Brandwagoning in the face of misfortune undermines the authenticity and trust consumers expect from brands. It’s like a betrayal of the relationship between companies and their audience. Let’s face it, if a brand can’t show empathy and respect for those affected by a distressing situation, why should we trust them with our business?

At a time when we’re encouraged to prioritise mental well-being and support those who are struggling. (let’s not forget it is also Men’s Mental Health Awareness and PRIDE month), should we be using personal struggles as a marketing opportunity? I think not. Sure, getting web traffic and likes and shares might seem tempting, but at what cost? There are some lines we shouldn’t cross, especially when it comes to people’s emotional well-being.

Imagine if the situation involved a woman whose privacy was breached and personal information shared. Would we be okay with a bunch of guys prancing around with placards promoting their energy drink? Nope, definitely not. Gender equality means respecting the privacy and emotions of individuals, regardless of their gender. Exploiting anyone’s distress for personal gain is just plain wrong.

This incident really makes you question the current mindset in marketing. Are we so obsessed with quick fame, social media buzz, and fleeting attention that we’ve forgotten the importance of empathy and genuine connections? It seems like some marketers are willing to sacrifice integrity for a few moments in the spotlight.

DASH Water claims to be an ethical brand, even boasting their BCorp status. However, their latest marketing tactic seems way off the mark. Exploiting someone’s misfortune for profit goes against the very values they claim to uphold. As consumers, we expect ethical brands to demonstrate empathy, integrity, and a commitment to making a positive impact.

By choosing responsible and respectful practices, brands can build long-term loyalty and be seen as genuine allies in their customers’ lives. It’s time for DASH Water to realign their approach and show that they truly embody the ethical values they profess.

Brandwagoning that exploits misfortune for profit is a slippery slope. It may bring a momentary burst of attention, but at what cost? As marketers, we need to remember the importance of empathy, integrity, and treating individuals with respect. By prioritising genuine connections and responsible practices, we can build stronger brands that resonate with our audience in a meaningful way.

Let’s leave the cheap attention-grabbing tactics behind and focus on doing good in the world.