Nov 25, 2021
Last week we covered Olay’s use of accessibility purpose-washing. This week, we wanted to showcase a business holding itself to account on purpose and impact. Amsterdam-based eyewear brand Ace & Tate published a blog post telling customers: “Look, we f*cked up.”
So What?
The post outlined five of the misguided decisions Ace & Tate took while trying to become a B Corp. “One of the key learnings for our team is to focus on making good changes rather than changes that just look good,” the post reads.
5 years ago this would have been viewed as ‘radical transparency’. Now, brand transparency is a hygiene factor if you want to engage younger Gen Z supporters. “You can’t be transparent today and go about business as usual tomorrow,” Ace & Tate founder and CEO Mark de Lange says. “Responses have been positive and negative, but I sleep better at night knowing we communicate openly instead of trying to present a very shiny image. I’ll consider it a success if it encourages other businesses to change.”