Endorsements

It's a year where we are bombarded day after day with this word and the images each situation evokes. Traditionally, political candidates look for, even expect others with a similar view, to stand with them and to oppose those running on a different platform. Viewers see logos and brand names or hear the slogans of companies sponsoring athletes or athletic events or outdoor music venues. 

Businesses depend on brand loyalty. Such a concept of loyalty probably goes back to our cave dwelling days of following who could bring in the most provisions, protect the entrance or make fire the quickest. We toss our lot to or behind who we consider the strongest, the best. Originally it was probably the biggest until we realized that clever, guile, or intellect might overpower the goliath. 

One problem today is that endorsements come easy. After each Uber ride you have to rate your driver. “Take our survey and receive a reward” are emails from places we frequent. Consumers are encouraged to comment on their good experiences on Yelp and other social platforms, while business owners take the time to tally the good and respond to the bad. I’ve been researching moving companies and have discovered satisfied and unsatisfied customers for each one.

Our good will, our dollars and our votes matter. In reading those reviews I pay more attention to the positive because one is less motivated to share the positive over the negative. Boycotts of products or companies can work. Sea World recently announced it is phasing out its orca breeding program and shows. Companies that utilize sweatshops or blatant deforestation methods around the globe have been hit hard and have usually caved in to the demands of advocates after losing millions of dollars.

I’ve been listening to interviews with people who say they are too disgusted with this election season and plan on not voting. While I will admit to currently being disengaged from the political drama beyond the headlines, closer to November I certainly will be investigating the less dramatic seats up for contention locally before casting my ballot. The voting booth is not the place for a boycott. It is a place for using our voice as a thoughtful endorsement, much more important than which celebrity uses which shampoo.

Marilyn