If you haven’t heard the news recently, a cosmetics company has a new social media strategy – the Lush Anti-Social Media Policy.

It is something we all need to stop and pay attention to because it is one of the boldest moves of any major company I have seen in recent history.

Why the Lush Anti-Social Media Policy Matters

For anyone in digital marketing, this news is huge. To a content writer and copywriter like myself, this news is huge…

Everyone else?

This news is huge.

If an international company like Lush can make a leap to cutting ties with current marketing channels (major marketing channels, too), then we should all pay attention. There is much we can analyze and learn about this move. 

There might even be some more we can learn from this major policy change, too.

Whether you are a business owner or not there is something to see here.

The Lush Anti-Social Media Policy For Individuals

For those of us who are not business owners or maybe don’t interact in any way with marketing, let alone social media marketing channels…

We should ask questions like:

• Why is Lush separating from these social channels?
• What does this mean for how I interact with Lush in particular?
• Will other companies do the same thing?

There is so much to discuss to answer each question here, but let’s just address them quickly.

Lush has announced that they are leaving Facebook, Instagram, TikTok, and Snapchat because these social channels can be linked to toxic traits that have led to increased mental health risks, especially in teenagers.

This means, specifically, that Lush, as a health & wellness company, has taken a stand on mental health issues and mental health awareness that has been directly affected due to the nature of these social channels.

Which means you should be paying attention to those things, too.

Lush has also drastically changed their marketing strategy to account for these channels being lost by doubling down on areas like blogs, email marketing, and Pinterest. So this means if you want to interact with Lush, then these may be the ways they are primarily going to seek you out.

Lastly, it’s still up in the air if other companies will follow suit. The way the Lush Anti-Social Media Policy has been phrased seems to make the case that health & wellness companies who don’t follow suit seem to be okay with these attacks on customers’ mental health…

…bold.

The Lush Anti-Social Media Policy For Businesses

If you are directly involved with business and marketing or regularly interact with these social channels in a professional capacity, then you should go back and read the last section.

I’ll wait…

…

…Okay, cool. Welcome back.

There’s a lot to unpack for you there, huh?

The short version: it is now your job and your place to figure out how to either embrace these social channels, even the bad parts, or pivot in a way Lush has, too.

If you want to find out more about the Lush Anti-Social Media Policy and how it may affect any and all businesses, then I highly recommend checking out the DSM Story Forge instagram account where these things will be discussed at length.

What Does This Have to Do With Human-Centered Digital Marketing?

As a content and copywriter, this new marketing move by Lush has everything to do with human-centered digital marketing. Lush has taken a stance of being by humans and for humans.

The policy name is a powerful piece of micro content.

The policy language is well-written – combining copy that conveys meaning with punchy, emotive language to drive home the points Lush is making.

Lush has written the policy in a way that is informative, of course, but it provides massive help to customers and clients to understand the why behind the what.

Lastly, the Lush Anti-Social Media Policy was formed out of kindness and care towards their customers and clients. If that alone doesn’t give them an insane boost of credibility, then nothing ever will.

This has everything to do with human-centered digital marketing because it is a prime example of what it means to be human-centered in your marketing.

How much do you love Lush now?

While this is a massive shift in the marketing world, and one that we will have to see if it has a lasting impact on the marketing climate, there is more to unpack as time goes on and Lush tries out new marketing channels and strategies.

If you want to stay up-to-date on what DSM thinks of this new Lush Anti-Social Media Policy, then keep checking in at the DSM Blog. If you like my style and are looking for a content or copywriter, then let’s chat! 

And, of course, if you want to see what human-centered digital marketing can do for you, then let’s connect right away!