Chevron's decision to launch a splashy ad campaign with the tagline "We Agree" was hardly the first time that a global energy company has spent millions of dollars trying to enhance positive perceptions of their brand by pivoting away from public opposition. But it may be one of the last times that we see energy companies trying to saddle up to members of the public as if they were a potential date at a Georgetown bar.
Chevron's new campaign was punked by the activist-perfomers The Yes Men, who partnered with the Rainforest Action Network and Amazon Watch to create a fake version of the "We Agree" campaign that was erroneously picked up by the media as authentic. The Yes Men sent out a fake press release hours before the launch of the Chevron campaign and created a fake website at www.chevron-weagree.com that fooled reporters into thinking their campaign was real. Chevron is currently fighting an $18 billion lawsuit in Ecuador over the actions of their subsidiary Texaco, dating back twenty years. Chevron claims that they have repaired the damage caused by the oilfields, and they contend that the Ecuadorian courts have been biased against them. According to the Rainforest Action Network, the company is launching this campaign in order to avoid paying one of the largest settlements in history.
Chevron has launched a campaign that has struck a hollow chord with the public before. Their "People Do" campaign asked rhetorical questions about their good works including restoring marshes once used for oil exploration. Many of those "good deeds" were required by law.
The Yes Men are tapping into a rich tradition of political theater that lies somewhere in between Guy Debord of the French situationist movement and Ashton Kutcher. As the power of social media continues to grow, we'll see more and more of this type of takedown. There are no shortage of ad campaigns that deserve to be mocked.
I saw this campaign from Shell in the San Francisco airport during the heart of the Gulf Oil disaster.
If they really had the technology, it would have been nice if they had gone and shut down the exploding well in the Gulf. But I suppose that wasn't the technology they were talking about.
Or how about this campaign from Kentucky Fried Chicken for the Susan G. Komen Breast Cancer Foundation?
KFC committed to donating fifty cents for every bucket of chicken they sold to the Foundation. At about the same time they launched and promoted their 'Double-Down' sandwich which consists of two deep-fried filets of chicken surrounding two pieces of bacon, two pieces of monterey jack cheese, and the Colonel's sauce. It's hard to sell a sandwich with 32 grams of fat and be a respected voice in the fight against breast cancer.
As time goes on, these sorts of campaigns will begin to diminish. Chevron's recent campaigns will be remembered as oddities that were born out of a time when weak research suggested that the public could be tricked in a lasting way by a catchy ad, relentlessly applied. The era of greenwashing is over for the simple reason that it doesn't work. For the price of a URL and a little wit, a campaign that is out of step with reality can be hacked and become more of a liability than a potential benefit.
There will still be companies with reputational liabilities that will push their eager creatives to design campaigns to shine up their names. For them, I offer the following advice.
1) Resolve your crisis.
Before GE could launch their Ecomagination effort, which brought together their various ecologically-oriented businesses into one united initiative, they had to deal with their ongoing Hudson River pollution liability. Between 1947 and 1977 GE dumped 1.3 million pounds of PCBs into the Hudson River. Environmental advocates and the EPA demanded that they dredge the river. GE passionately believed they had fulfilled their moral and legal responsibility to clean the abandoned site and litigated to protect themselves. Eventually they concluded that paying the price to clean the Hudson was less expensive than the continuing attacks on their reputation. There is no role for a mass communications effort while the public doesn't trust your desire to resolve your responsibilities.
CEOs need to be reminded to be humble in their declarations of social leadership. The idea of a multi-billion dollar company being "green" is almost ridiculous, since the phrase has no agreed-upon meaning and there is always something more you can do. That's one reason that "sustainability" has gained favor as a goalset for corporate leaders. To be sustainable means that you bring social, environmental, economic and cultural considerations into your decisions, and that you're setting up your enterprise to be profitable for years to come. When it comes to communications, the best way to be humble is to listen to your employees, customers and the community. Chevron tried to do this by creating a fake dialogue; if you fake it you'll rapidly find that you'll be in dialogue with someone like the Yes Men.
3) Let your employees lead.
Employees need to be a primary audience for your communications. They're the ones who have to live with your reputation day in and day out. One employee at a large Midwestern conglomerate once told me that his company's poor reputation became uncomfortable for him whenever he went to an out-of-state funeral. "There's nothing worse," he told me, "than having someone feel so compelled to attack your company that he'd interrupt your mourning to do so." A poor reputation will affect your stock price, but it's much more strongly felt by your employees when they go home to their kids every night. These employees have an extraordinary motivation to help you solve whatever problem you face; inviting them into the solution and goal-setting process will empower them to share your message. Their private conversation at funerals and on Twitter will be much more effective at swaying the public than any ad campaign.
4) Set North Star Goals. A North Star Goal is an aspirational goal that combines your business objectives with a higher purpose. These goals, which are being set by an increasing number of Fortune 500 companies, have the following attributes:
Actionable by everyone in the company
Tied into the core of the business
Inspirational to your employees and customers
Achievable in 5 - 15 years
In service of a cause larger than making money
Companies that are setting North Star Goals are finding that by being in step with society's demands bold forces come to their aid.
Starbucks' North Star Goal is ethically sourcing every cup of coffee and making every cup either recyclable or reusable.
Toyota's North Star Goal is to make cars that never crash and clean the air as they drive.
P&G's North Goal is to sell $50 billion in sustainable-innovation products and send zero consumer or manufacturing waste to landfills.
No doubt we'll still see a few last campaigns like Chevron's "We Agree" campaign. But you can be comforted by the thought that those campaigns will do more to harm the companies they represent than help them.
Orr: “Sometimes a thing happens. Splits your life. There’s a before and after. I got like five of them at this point.”
This was Frank offering a pep talk to the son of his murdered former henchman Stan in tonight’s episode. (More on this in a moment.) But it’s also a line that captures this season of True Detective so perfectly that it almost seems like a form of subliminal self-critique.
Remember when Ray got shot in episode two and appeared to be dead but came back with a renewed sense of purpose and stopped drinking. No? That’s okay. Neither does the show: It was essentially forgotten after the subsequent episode. Remember when half a dozen (or more) Vinci cops were killed in a bloody shootout along with dozen(s?) of civilians? No? Fine: True Detective’s left that behind, too. Unless I missed it, there was not a single mention of this nationally historic bloodbath tonight.
A controversial treatment shows promise, especially for victims of trauma.
It’s straight out of a cartoon about hypnosis: A black-cloaked charlatan swings a pendulum in front of a patient, who dutifully watches and ping-pongs his eyes in turn. (This might be chased with the intonation, “You are getting sleeeeeepy...”)
Unlike most stereotypical images of mind alteration—“Psychiatric help, 5 cents” anyone?—this one is real. An obscure type of therapy known as EMDR, or Eye Movement Desensitization and Reprocessing, is gaining ground as a potential treatment for people who have experienced severe forms of trauma.
Here’s the idea: The person is told to focus on the troubling image or negative thought while simultaneously moving his or her eyes back and forth. To prompt this, the therapist might move his fingers from side to side, or he might use a tapping or waving of a wand. The patient is told to let her mind go blank and notice whatever sensations might come to mind. These steps are repeated throughout the session.
Companies that overvalue alpha-male behavior need to change—both to retain female talent and for the bottom line.
When it comes to gender equality in the workplace, the research on its economic benefits is clear: Equality can boost profits and enhance reputation. And then there’s also the fact that it’s more fair. But the progress of women in the workplace is so far inadequate: Women are woefully underrepresented in executive positions, the pay gap persists, and the motherhood penalty is very real.
Barbara Annis is the founder of the Gender Intelligence Group, a consultancy that works with executives at major firms (including Deloitte, American Express, BMO Financial Group, and eBay) to create strategies to transform their work cultures into ones that are friendly to both men and women.
I recently spoke with Annis about her work and the challenges to achieving gender parity. The following transcript of our conversation has been edited for clarity.
Has the Obama administration’s pursuit of new beginnings blinded it to enduring enmities?
“The president said many times he’s willing to step out of the rut of history.” In this way Ben Rhodes of the White House, who over the years has broken new ground in the grandiosity of presidential apologetics, described the courage of Barack Obama in concluding the Joint Comprehensive Plan of Action with the Islamic Republic of Iran, otherwise known as the Iran deal. Once again Rhodes has, perhaps inadvertently, exposed the president’s premises more clearly than the president likes to do. The rut of history: It is a phrase worth pondering. It expresses a deep scorn for the past, a zeal for newness and rupture, an arrogance about old struggles and old accomplishments, a hastiness with inherited precedents and circumstances, a superstition about the magical powers of the present. It expresses also a generational view of history, which, like the view of history in terms of decades and centuries, is one of the shallowest views of all.
How a radical epilepsy treatment in the early 20th century paved the way for modern-day understandings of perception, consciousness, and the self
In 1939, a group of 10 people between the ages of 10 and 43, all with epilepsy, traveled to the University of Rochester Medical Center, where they would become the first people to undergo a radical new surgery.
The patients were there because they all struggled with violent and uncontrollable seizures. The procedure they were about to have was untested on humans, but they were desperate—none of the standard drug therapies for seizures had worked.
Between February and May of 1939, their surgeon William Van Wagenen, Rochester’s chief of neurosurgery, opened up each patient’s skull and cut through the corpus callosum, the part of the brain that connects the left hemisphere to the right and is responsible for the transfer of information between them. It was a dramatic move: By slicing through the bundle of neurons connecting the two hemispheres, Van Wagenen was cutting the left half of the brain away from the right, halting all communication between the two.
The Islamic State is no mere collection of psychopaths. It is a religious group with carefully considered beliefs, among them that it is a key agent of the coming apocalypse. Here’s what that means for its strategy—and for how to stop it.
What is the Islamic State?
Where did it come from, and what are its intentions? The simplicity of these questions can be deceiving, and few Western leaders seem to know the answers. In December, The New York Times published confidential comments by Major General Michael K. Nagata, the Special Operations commander for the United States in the Middle East, admitting that he had hardly begun figuring out the Islamic State’s appeal. “We have not defeated the idea,” he said. “We do not even understand the idea.” In the past year, President Obama has referred to the Islamic State, variously, as “not Islamic” and as al-Qaeda’s “jayvee team,” statements that reflected confusion about the group, and may have contributed to significant strategic errors.
Educators seldom have enough time to do their business. What’s that doing to the state of learning?
It’s common knowledge that teachers today are stressed, that they feel underappreciated and disrespected, and disillusioned. It’s no wonder they’re ditching the classroom at such high rates—to the point where states from Indiana to Arizona to Kansas are dealing with teacher shortages. Meanwhile, the number of American students who go into teaching is steadily dropping.
A recent survey conducted jointly by the American Federation of Teachers and Badass Teachers Association asked educators about the quality of their worklife, and it got some pretty harrowing feedback. Just 15 percent of the 30,000 respondents, for example, strongly agreed that they’re enthusiastic about the profession. Compare that to the roughly 90 percent percent who strongly agreed that they were enthusiastic about it when they started their career, and it’s clear that something has changed about schools that’s pushing them away. Roughly three in four respondents said they “often” feel stressed by their jobs.
For centuries, experts have predicted that machines would make workers obsolete. That moment may finally be arriving. Could that be a good thing?
1. Youngstown, U.S.A.
The end of work is still just a futuristic concept for most of the United States, but it is something like a moment in history for Youngstown, Ohio, one its residents can cite with precision: September 19, 1977.
For much of the 20th century, Youngstown’s steel mills delivered such great prosperity that the city was a model of the American dream, boasting a median income and a homeownership rate that were among the nation’s highest. But as manufacturing shifted abroad after World War II, Youngstown steel suffered, and on that gray September afternoon in 1977, Youngstown Sheet and Tube announced the shuttering of its Campbell Works mill. Within five years, the city lost 50,000 jobs and $1.3 billion in manufacturing wages. The effect was so severe that a term was coined to describe the fallout: regional depression.
Exceptional nonfiction stories from 2014 that are still worth encountering today
Each year, I keep a running list of exceptional nonfiction that I encounter as I publish The Best ofJournalism, an email newsletter that I send out once or twice a week. This is my annual attempt to bring some of those stories to a wider audience. I could not read or note every worthy article that was published last calendar year and I haven't included any paywalled articles or anything published at The Atlantic. But everything that follows is worthy of wider attention and engagement.
Millions of workers now go it alone—who will provide them with basic labor protections?
When Sara Horowitz founded the Freelancers Union in 1995, there was already evidence that the structure of people's work lives was changing.
Publishing and media jobs had started to move to more project-based work. Horowitz, a union organizer and labor lawyer by training, assumed that other industries would follow. As an expert in labor unions, she thought “it was really important to start thinking about how people [can] come together” to change laws and public policy, so that freelancers can obtain job-related “benefits—and community.”
Today, the Brooklyn-based Freelancers Union boasts nearly 300,000 members, having quadrupled in numbers in just seven years. Freelancers in the union include technology consultants, copywriters, web designers, visual artists, business-development consultants, journalists, and professional coaches. They live all over the country, with concentrations in New York, New Jersey, and California.