After major Hollywood film producer Harvey Weinstein was dismissed from The Weinstein Company and the Academy of Motion Picture Arts and Sciences in October 2017 following sexual abuse allegations, #MeToo dominated social media as a rallying cry for those affected by assault. Weinstein’s highly public dismissal was followed within weeks by allegations against powerful celebrity men who subsequently lost their jobs, including comedian Louis C.K., NBC anchor Matt Lauer, TV journalist Charlie Rose and actor Kevin Spacey.

Standing Strong: Women of Promo Confront Workplace Inequality

Like any major cultural development, the business world has inserted itself into the #MeToo movement, whether through corporate marketing campaigns or the availability of #MeToo emblazoned apparel, jewelry, accessories and more.

Is it appropriate, or does it take branding too far? We asked women from the promo industry to weigh in.

Activism

Vicki Clayman, Partners N Promotion: “It shouldn’t be offensive to anyone for #MeToo to be used in branding. If women and men have the best intentions, why would it be inappropriate? Women have been waiting for years to get to a point that we don’t have to be concerned about the setting we’re in when interacting with a man. It’s a social awareness issue, to treat everyone with respect.”

Renya Nelson, Brand+Aid: “I think it’s more than OK for companies to back the movement. While it’s a sensitive subject, it’s a long time coming. Companies that stand behind it by branding promo products with that hashtag are telling their audience they stand against sexual harassment.”

Nina Shatz, HALO Branded Solutions: “When a brand, organization or company utilizes #MeToo, it’s only acceptable if they’re actively addressing those issues internally and/or making a donation to a cause that directly assists people who have been traumatized or need help. Positive action speaks far louder than a hashtag every single time.”

Opportunism

Kate Plummer, Clearmount: “I’m against the idea. While the #MeToo jewelry, cosmetics, drinkware, etc. were well-intentioned, they’re incredibly tone-deaf to what #MeToo is about. The hashtag was started to have women share their experience with assault and show that they’re not alone, and it’s started a conversation about the reach and range of abuse out there. Branded merchandise can be used to rally people, but it should be used for more positive calls.”

Reyna Hernandez, Creative Branding Co.: “I don’t think we should be using #MeToo for branded merch. I’m very proud that the conversation has been brought to the larger stage and we’re shedding more light on the issue, but I think we should focus on the objective and not publicize it too much.”

Sarah Penn, Outstanding Branding: “Using any social or political movement with such serious undertones is in bad taste if it’s hijacked to use for corporate gain. Showing individual support for a social issue is one thing; corporate exploitation is not something I’m comfortable with.”