In today's digital age, social media giants like Facebook and Instagram have become ‘normal channels’ in marketing strategies for brands worldwide. However, at AndThen, we’ve made an uncommon decision to avoid paid advertising on these platforms.
As a new brand committed to donating 50% of our profits to men's mental health charities, this choice aligns with our core values and long-term vision. Here’s why:
At AndThen, our mission goes beyond selling men’s products; we aim to make a tangible difference in the world, particularly in men’s mental health. While powerful marketing tools, Facebook and Instagram have been implicated in numerous studies and reports highlighting their adverse effects on mental health. By choosing not to support these platforms financially, we are taking a stand against contributing to an environment that often exacerbates mental health issues.
Ethical considerations
Facebook and Instagram have faced significant criticism over their business practices, including issues related to privacy, data security, and the spread of misinformation. As a brand committed to ethical practices and transparency, we cannot, in good conscience, support platforms involved in such controversies. Our commitment to ethics extends to our products, charitable efforts, and every aspect of how we run our business.
Promoting positive mental health
A key component of our brand's mission is to promote positive mental health. Research has shown that excessive use of social media can lead to anxiety, depression, and other mental health challenges. By refraining from paid advertising on Facebook and Instagram, we are choosing to support and promote healthier lifestyles. We want our customers to engage with us in ways that enhance their well-being, not detract from it.
Genuine connections
We believe in building genuine, lasting relationships with our customers. Social media advertising often relies on algorithms and data mining to target individuals, which can feel invasive and impersonal. Instead, we focus on more organic connection methods, such as community events, partnerships with mental health organisations, and authentic storytelling. These approaches not only align with our values but also foster a more profound sense of trust and loyalty with our audience.
Investing in real change
The money we save from not advertising on these platforms can be spent directly supporting men’s mental health initiatives. By redirecting our marketing budget towards collaborations with mental health charities, community outreach programmes, and educational campaigns, we are making a more substantial and direct impact. Every pound we save on social media advertising is another pound that provides resources, support, and hope to those struggling with mental health issues.
Encouraging mindful consumption
Our decision also encourages mindful consumption. We want our customers to engage with us because they resonate with our mission and values, not because the ad targeted them. This approach fosters a more thoughtful and deliberate interaction with our brand, supporting a healthier mental outlook for our community.
Looking ahead
As AndThen grows, we are committed to staying true to our principles. By rejecting the conventional path of paid social media advertising, we believe we are paving the way for a more ethical, mindful, and impactful approach to business. We will always focus on supporting men's mental health and fostering a community built on trust, transparency, and genuine connection.
Thank you for supporting AndThen.