Toxic Compassion

Chris Williamson’s post about “toxic compassion” hits a nerve in marketing too. Sometimes brands care more about looking caring than actually helping their customers. That’s toxic marketing — it feels good in the short term, but it kills long-term trust.

Why it works

• Real trust comes from results, not slogans
• People sense authenticity better than marketers think
• “Virtue signaling” may go viral but doesn’t create loyalty
• Honesty builds more brand equity than perfection

Real world hits and misses

• Patagonia: backs up its eco claims with real actions like donating 1% of sales.
• Pepsi’s Kendall Jenner ad: tried to look “woke,” blew up instead.
• Dove’s “Real Beauty” campaign: celebrated body positivity and sold product.
• Volkswagen’s emissions scandal: “eco-friendly” marketing, dirty reality.

Looking good gets clicks. Doing good gets customers.