MARKETING
Radical thought : ditch the socials
Lush ’ s decision to drop three social media channels is a move more brands should consider . There may be better ways to build a profitable community .
BY MELISSA PACKHAM
Lush announced it would be removing key social media channels from its mix due to a misalignment of values . The decision has apparently been on the cards for a while but in the wake of whistleblower revelations about damaging social impacts , namely to Lush ' s core audience of 16- to 24-year-olds , the exit took effect .
It ' s a bold move that has naturally prompted a few questions . What will marketing mixes look like without social ? How will other brands with a moral compass act in the wake of this bold move ? Will moves like this put pressure on platforms to address damage to which they ' re turning a blind eye ?
By removing their Facebook , Instagram , Tik Tok and Snapchat accounts , Lush will be missing out on a combined global audience of about 4.3 billion people