Scott Goodson’s new book, Uprising: How to Build a Brand – And Change the World – by Sparking Cultural Movements, has an ambitious goal that eventually falls flat. Goodson provides an excellent analysis of the new movements sweeping the globe and how social change organizations can learn from them. However, when he tries to connect that reality to corporate brand building, the book becomes more about exploiting social movements for profit, rather than for social good.
The first half of Goodson’s book is eye-opening. He describes what he calls “our current movement mania.” The Egyptian uprising, Occupy Wall Street, Etsy, the Tea Party, the Pepsi Refresh Project are all examples of movements. He argues that we are seeing an explosion of movements because of a confluence of trends:
The Internet, and particular the rise of social media, has made it easy to find and connect with like-minded souls. And that same technology makes it possible for a group, once formed, to organize, plan and take action.
Goodson examines countless examples of movements sparked by individuals, nonprofits and companies.
The bulk of Goodson’s case studies are what I would call “social entrepreneurs.” Some of these are for-profit (like TOMS Shoes), many are nonprofit (like KaBoom!, FIRST, and DoSomething), and many are not really legal entities at all (like the Occupy movements). All of these examples are fascinating when understood through Goodson’s “movement” lens. He helps us understand how these movements form, how they build momentum and find direction and how they’ve resulted in some serious change. In particular his discussion of “the swarm effect” is fascinating. He explains how these social movements behave like a swarm of insects:
A swarm moves in one direction as a group, and although it has no leader, it is capable of changing directions quickly to avoid a threat or pursue an opportunity…the group is able to share information instantly, based on tiny individual interactions…that allow members to guide each other as to what to do next…This combination of being adept at picking up on cues all around and being able to share that information quickly enables the swarm to be highly productive and move with great purpose and momentum.
But I wish the book could have ended there.
In the second half of the book, Goodson equates these social entrepreneurial movements to corporate re-branding efforts. The movements launched by companies which he profiles feel contrived. He points to Frito Lay, Pepsi and Jim Bean whiskey as great examples of companies that built their brand by sparking a movement. Frito Lay launched the “True North” movement for their health-conscious snack food line targeting baby boomers. I don’t quite understand how this dressed up ad campaign is a social movement.
What if instead Frito Lay recognized the growing epidemic of obesity and revamped their business model to create and market ONLY healthy snacks? It would be far more interesting to encourage companies that are interested in tapping into social movement “mania” to start by authentically re-evaluating their business model and then working to bake social good into it. Instead Goodson seems to be suggesting that corporate brands try to hijack a growing interest in social good for their own profit. To connect exciting, game-changing social entrepreneurial movements to things like Microsoft dropping copies of Office Accounting software via parachute just doesn’t compute (interestingly Microsoft has since discontinued the Office Accounting product).
But what I take from this book is that we are living in a new reality. Social media, a growing restlessness with the world as we know it, a struggling economy, and a passion for social change that defines Generation Y, have combined to make movements a powerful new trend. It is no longer the purview of the nonprofit or government sectors to create social change. Anyone sitting in front of their computer can tap into a latent dissatisfaction, get people talking, and spark a game-changing movement. Nonprofits, government and business alike should take note.