Consumerism's 2021 Naughty & Nice List

Consulting company, Brand Federation, has released its annual list of good and bad actors for 2021. While I was pretty sure I already knew what would be considered bad behavior and what would be called good, I checked the list out anyway.

"The challenges of 2021 presented brands incredible opportunities to step up beyond sales and marketing," said O'Keefe, Brand Federation's co-founder and CEO. "Many did, but many also earned coal in their stockings."

As expected, any company not judged as having spent enough money on the ridiculous "carbon crisis" was an easy target. Chevron was at the top of the naughty list for just that reason.

"Chevron spent only 0.2% of its capital expenditures on lower-carbon energy sources. Brands, especially fossil fuel companies, need to play big roles in fighting climate change. Chevron is not," the report stated.

J&J was second on the bad list, although I have to agree that the company earned it if what was reported there is true. Apparently, they're guilty of some shameful tactics, which were undertaken in an effort to prevent them having to pay damages to consumers who sued them over their cancer-causing baby powder.

I found the criticism of Subway, third on the naughty list, rather shallow. Supposedly, the well-known sandwich company didn't want to answer questions about the contents of its tuna sub this past year. A debate exists about whether or not it's actually tuna, a tuna derivative, or no tuna at all.

"The fishy story followed one from last year in which an Irish court ruled Subway bread isn't actually… bread."

Given the progressive move toward fake, "lab grown" or "cultured" meats this past year, and the overwhelming pressure to switch to these more sustainable (read environmentally friend, carbon neutral) options, calling out Subway in this manner just feels hypocritical.

Next comes Facebook (recently renamed Meta), which made the bad list "for tolerating misinformation, undermining democracy, and putting children, especially girls, in danger." Since 'misinformation' is such a sketchy, subjective thing, I hardly find it worthy of mention. And, since censorship is what actually happened on the platform this year, I think Facebook/Meta should have been reamed for that instead.

The last on the naughty list is Elon Musk, for "frequent Twitter wars, possible digital currency manipulation, and an apparent mean streak."

Now for the nice guys.

With bad behavior in the realm of environmental sustainability being the top reason for making the naughty list, it's to be expected that good behavior in that area will put you at the top of the nice list. Such is the case with Tesla. Wait, isn't Tesla owned by Elon Musk? Yep.

"Despite its naughty founder, the transformational Tesla brand is leading the way to a more sustainable future. It's driving acceptance of electric cars in the US, growing fast, and dominating U.S. electric vehicle sales," Brand Federation said.

Second place on the nice list is Patagonia, an apparel company that "prioritizes the planet." Brand Federation stated that Patagonia donated the Black Friday sales in the amount of $10 million to environmental programs. Perhaps what made Brand Federation most proud of Patagonia however was this:

"The company stands up for its values in other ways, too, pulling its clothing from a Wyoming ski resort after it hosted a right-wing fundraiser with Marjorie Taylor Green in attendance. Nice!"

So, the truth comes out! Brand Federation's completely biased list of good and bad brands is based on the political interests of its founders. Only companies fitting the progressive agenda are worthy of being called nice. Only companies tossing enough cash at the so-called planetary carbon crisis are good enough. Only companies that support mainstream narratives (that is, censoring opposing views and labeling them "misinformation") are worthy.

As if the Marjorie Taylor-Green rib wasn't enough, Brand Federation had to take it one step further with Uber and Lyft.

With Texas law threatening legal action against anyone who helps a woman obtain an abortion, ridesharing companies Uber and Lyft pledged to pay drivers' legal fees if they're sued. Lyft also donated $1 million to planned parenthood.

Friends, I cannot hide my utter disgust with this Brand Federation organization and its values (or lack thereof). Was I surprised by what the owners touted as good and what they touted as evil?

Not one bit.

The fabric of our society is deeply stained. We were warned by the Lord that a day would come when good would be called evil and evil called good. That day is here. Those of us with the eyes to see it are disappointed and disgusted, but we are not defeated and we haven't lost hope. We know how this story of nature worship, baby killing, authoritarianism and slavery ends.

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