The 4Cs of the Modern Brand, the Global Pandemic Edition

The purpose, practice, and execution of brand strategy is changing as we speak

This piece was originally published on The Sociology of Business, my weekly newsletter on how the new forms of social, cultural, and environmental capital change business. You can subscribe here.

Helena Glazer is a fashion and beauty influencer who goes under Instagram handle @brooklynblonde1. On March 30th, she posted a photo of herself in the head-to-toe Everlane look, a mere couple of days after Everlane fired all of its union workers and was publicly called out for it by Bernie Sanders.

Both in her website post and in her Instagram comments, she was called out for supporting a brand with the obviously unethical practices. “Maybe reconsider supporting Everlane. They are under heat and controversy for laying off their workers for wanting to unionize, which says a lot about Everlane,” one Instagram comment read. “It’s hard for me to even consider buying anything from Everlane having in mind their latest choices and horrible behavior … It’s interesting to see how affiliate bloggers are gonna approach the situation,” was one of the comments on the Brooklyn Blonde website. Under pressure, BB later clarified in her Instagram Story that she was “not aware” of what happened and was under contractual obligation with Everlane…