Taking A Stand with James Rutter, Chief Creative Officer at COOK.

July 13, 2023 Written by Georgie Howlett

Each month we’re sitting down with the trailblazers who are making a difference at some of the world’s most inspiring brands. Companies that are making a positive impact on society, the economy, and the environment through Brand Activism. This month we spoke with James Rutter, Chief Creative Officer at COOK.

1.     What does ‘brand activism’ mean to you?

This is something we’ve been wrestling with and your title for this series sums it up: taking a stand. “Activism” tends to be quite an intimidating and often divisive word. I wonder if it’s actually unhelpful for many people and brands. It conjures images of protest marches, demonstrations, arrests … Most people and brands don’t want to think of themselves as “activists” in this sense. Yet they would likely say they’ll take a stand for something they believe in. 

So we prefer the idea of a gentler activism. Taking a stand for what we believe in, collaborating and co-creating to bring about change, rather than being confrontational or destructive. That’s not to say those energies aren’t sometimes needed, they’re just not COOK’s natural strengths or personality traits as a brand.

Of course, being an activist brand – taking a stand — inevitably means some people won’t agree with us. And “some people” might be some of our customers. So brand activism means going into territory that’s uncomfortable. Being prepared to live with discomfort is therefore a defining characteristic of brand activism. Having the courage to take a stand and being prepared for it to cost us money. It’s the classic Bill Bernbach quote writ large: a principle isn’t a principle until it costs you something. 

2.     Who do you think has done some great work in this space lately?

This verges on blowing our own trumpet I’m afraid but in the past year we’ve been working with Greggs and Timpson’s on mobilising more companies to employ people after they’ve spent time in prison. We each have our own initiatives in this space and have come together to share our “how to” kits with other businesses. Timpson’s – which few people would regards as an “activist” brand – has woven its work with ex-offenders into its brand story very successfully over a long period. They’ve helped create genuine and meaningful change through the creation of prison employment boards a couple of years ago which, in turn, have increased significantly the number of people coming out of prisons who are going into work. In many ways, it’s a model of gentle activism: leveraging a brand’s influence and resources to help create meaningful change. No big demonstrations or social media campaigns but persistent, consistent work over many years.

3.     What mistakes do brands make in their journey to being a brand activist?

We’re definitely learners here and will no doubt make plenty of mistakes ourselves as we go further along the activist path. The sorts of potholes we’re eager to avoid: 

• Succumbing to virtue signalling. Yes, let’s tell the world about all the good stuff we do. But activism means seeking to make a bigger change and activating others to do so.
• Being self-serving. Activism around an issue that will straightforwardly benefit our business is just marketing. We love marketing! But let’s not confuse the two.
• Being all talk and no trousers. We need to be taking action, doing something, beyond just posting on social.
• At the same time, being comfortable with our own imperfections. If we all wait until we’re 100% pure before we’re prepared to take a stand, then few of us are going to do anything to change the status quo.
• Bringing our people with us. Perhaps the biggest one. We think of COOK as a people brand: everything we do depends on our people bringing the brand to life. So if we’re going to take a stand as a brand, we need our people alongside us. Pragmatically, there are going to few issues on which everybody agrees wholeheartedly. So how do we allow room for diverging views and yet still stand united on something we believe in as a brand?

4.     Where do you think brand activism is most sorely needed at the moment?

Pretty much everywhere! Where we’re starting to focus more of our attention and thinking is around food, farming and nature. We’re part of a food system that’s broken, that’s playing a central role in the crises we’re experiencing in social equality, health outcomes and natural ecosystems. Every day, we play a part in perpetuating that. How might we play an active role in changing it for the better? What points of leverage do we have? How might our gentle activist energy be channelled to best effect? Watch this space…