When Protest Becomes Product

Protest art has consistently been a powerful method of communication – challenging norms,

and influencing social and political change. It has always been a way for artists to express

defiance and raise awareness. But lately, what once sparked action is now being turned into

products – from tote bags and T-shirts to limited-edition merchandise. The same messages

meant to challenge resistance are neatly packaged and ready to be sold back to us.

There is nothing inherently wrong with businesses including protest art or slogans on their

products, but it becomes controversial depending on the company's history in advocacy. Take

the summer of 2020. After the George Floyd protests, companies like Nike and H&M launched

“Black Lives Matter” gear. On the surface, this was great – the word was out there by popular

companies. Maybe these multi-billion dollar companies were expressing solidarity over a

needed movement. However, it’s an issue when Nike and H&M, along with thousands of other

companies with the same actions, only make superficial gestures and have never once

advocated for real change. A 2021 Edelman Trust Barometer found that 56% of people believe

brands use societal issues as promotional strategies, not true involvement. What effective

advocating can companies like Nike and H&M genuinely do if their primary aim is profit?

BLM is just one example; countless movements face the same reception. Look at Pride month;

on June 1st, rainbow logos and Pride collections roll out, then vanish in July. Earth Day

amasses green and eco-friendly packaging, with zero long-term impact or efforts to help the

planet. Protests are reduced to brands, one that companies follow for recognition then leave

behind.

It is appalling how sudden this change happens. Companies dilute a movement’s message and

plaster it onto products – making activism performative, instead of how it should be: impactful.

As a result, a majority of companies profit without helping the cause; no donations, no internal

reform, usually nothing. The problem is far from protest art being seen or sold, but the meaning

is lost.

Inevitably, some companies will always do this – taking a movement’s slogan for their profit. But

we, the buyers, can be more discerning of the message's origin. Instead of buying from multi-

billion-dollar corporations, support actual artists, businesses that ardently advocate, and

organizations directly tied to the movement. Just because a company advertises for a cause, do

not assume they believe in it and buy the product – be skeptical. The next time you go shopping

and see a product dedicated to a cause or movement, ask: Does this product genuinely stand

for anything – or just look like it does?