Lush becomes anti-social (media) again across 48 markets

Lush will turn its back on Instagram, Facebook, TikTok and Snapchat from 26 November 2021, as it embarks on its anti-social media mission once again. This time, however, the efforts will be implemented across all 48 markets the brand operates in, as part of its new anti-social media policy. This includes all Lush brand, retail and people accounts. However, Lush will not be entirely off-the-grid online, as it promises to find new ways to connect and build better channels of communication elsewhere - in addition to using the older tried and tested routes. Until then, Lush can still be found on Pinterest, Twitter and YouTube.

Back in 2019, Lush UK had iced out Instagram and Facebook due to increasing concerns over the control these platforms had on how many people, and who exactly, saw its posts. However, the pandemic forced the brand to bring back on social with limited use of the channels as users became heavily reliant on digital. With information now emerging following The Wall Street Journal's expose of Facebook, now known as Meta, the brand said its resolve has been strengthened to quit some social platforms. Titled "The Facebook Files" the investigative series first emerged in September as numerous whistleblower accounts from former employees surfaced, exposing internal research papers proving that the company knew about the detrimental effects of its platforms - especially on teens and youths.

Lush said, "So here we are again, trying to go cold (plant-based) turkey."

Lush said that it decided to take matters into its own hands instead of waiting around for better worldwide regulations or best practice guidelines from platforms. "We wouldn’t ask our customers to meet us down a dark and dangerous alleyway – but some social media platforms are beginning to feel like places no one should be encouraged to go. Something has to change," it said. The brand added:

We feel forced to take our own action to shield our customers from the harm and manipulation they may experience whilst trying to connect with us on social media.

The brand had also called for companies to do more than just stopping their paid advertising placements as "people and their time are the currency of these channels", and their content will still be used by hidden algorithms designed to keep users on the channel.

Mark Constantine, co-founder, CEO and Product Inventor of Lush said he has spent all his life avoiding putting harmful ingredients in his company's products, and there is now overwhelming evidence that users are being put at risk when using social media. "I’m not willing to expose my customers to this harm, so it’s time to take it out of the mix," he added.