03.15.23
Lush, which deactivated its social media accounts in 2021, says it is slashing the “millions” it spends on Google Ads as a part of its “big tech rebellion.”
Instead, the brand plans to redirect budgets to smaller tech organizations and open-source solutions, so it can interact with customers in more “ethically sound” digital spaces.
The company said it believes in small tech energy, “We wish to have zero reliance on the rabbit hole that is ‘trademark buccaneering’ on Google in favor of interacting with our customers in more ethically sound digital scenarios such as across the metaverse.”
“Lush feels that we are at a parapet moment of big tech rebellion and we want to be there for the opening procession,” the company explained in a statement.
The company has set a deadline of July 1 to slash its spending.
A further 57% feel like big brands and corporations dominate technology and online culture, the survey found.
More than half (55%) want big tech to have less control online.
Moving forward, everything designed, built and released throughout the Lush technology estate will use open-source technology.
For example, earlier this month, Lush entered the metaverse by launching a space in DecentraLand – a decentralized autonomous organization (DAO) which is governed by its users.
The store was a digital twin of the brand’s SXSW house activation, which took place in Austin, Texas, from 10-13 March.
It enabled users to get a first look at the brand’s new products and messages, with a digital quest to complete.
Instead, the brand plans to redirect budgets to smaller tech organizations and open-source solutions, so it can interact with customers in more “ethically sound” digital spaces.
The company said it believes in small tech energy, “We wish to have zero reliance on the rabbit hole that is ‘trademark buccaneering’ on Google in favor of interacting with our customers in more ethically sound digital scenarios such as across the metaverse.”
“Lush feels that we are at a parapet moment of big tech rebellion and we want to be there for the opening procession,” the company explained in a statement.
The company has set a deadline of July 1 to slash its spending.
Moving Away from Big Tech
Through its own research, Lush discovered that only 52% of consumers believe Google and Amazon are trustworthy sources of ethical information.A further 57% feel like big brands and corporations dominate technology and online culture, the survey found.
More than half (55%) want big tech to have less control online.
Moving forward, everything designed, built and released throughout the Lush technology estate will use open-source technology.
For example, earlier this month, Lush entered the metaverse by launching a space in DecentraLand – a decentralized autonomous organization (DAO) which is governed by its users.
The store was a digital twin of the brand’s SXSW house activation, which took place in Austin, Texas, from 10-13 March.
It enabled users to get a first look at the brand’s new products and messages, with a digital quest to complete.
