Dollars, Equity & Loyalty: When will consumers benefit?

Loyalty programs and brand relationships have evolved from symbiotic to parasitic, with consumers often losing more than they gain. Companies take our money and give us products, but this exchange has become one-sided. Consumers are now the hosts, and products the parasites, draining wallets and sometimes common sense.

Recently, overzealous marketing by brands like cosmetic company, Tarte and the probiotic beverage company, Poppi has sparked backlash. These companies send free products to influencers with over 1,000 followers, regardless of their genuine support for the brand. In today’s economic climate, where many struggle to afford groceries, such tactics feel tone-deaf and exploitative. Consumers are questioning the ethics of these strategies.Companies often times benefit by rage baiting consumers to drive social media traffic to their brand sites.

Rage baiting in marketing often involves tactics designed to provoke outrage or exclusion, ultimately driving sales through controversy. A prime example is Rhode Beauty sending ashy blushes to dark-skinned influencers, hoping to spark conversations and partnerships. While the brand’s creator, Hailey Baldwin, was open to feedback and even collaborated with influencers, the initial move felt disingenuous—a false sense of unity to boost sales.

Another troubling case involved YSL, which sent its purple blush to influencer Gloria, claiming it was visible on all skin tones. However, the product didn’t show up on her deep complexion.

When Gloria shared her honest experience, she faced severe backlash, including harassment and death threats, despite advocating for better representation. While many supporters rallied around her, others defended the brand, even purchasing the blush to prove it “worked for everyone.”

In reality, they were all being used by the brand’s marketing strategy.

These examples highlight how Black and Brown consumers are often excluded from equity conversations, yet their spending power is still targeted. Instead of supporting brands that fail to consider us, we should prioritize those that genuinely value inclusivity from the start. Brands like Fenty Beauty and smaller, equitable companies deserve our support—they prove that thoughtful representation is possible without exploitation. Let’s invest in brands that respect and uplift us, rather than those that only seek our dollars.

Brand loyalty often overshadows product quality, but recent political and social shifts have made people rethink their choices. With rollbacks on diversity, equity, and inclusion initiatives, and corporations taking stances that alienate certain groups, consumers are asking: should we support brands that don’t support us?

Contrast this with brands like Miu Miu, a luxury label that prioritizes quality and customer loyalty.

At a recent fashion show, Miu Miu showcased its top customers on the runway, celebrating their loyalty. This approach puts consumers at the forefront, not just profits. It raises an important question: when will more companies prioritize respect for their customers over sheer profit?

In an era of rising costs, consumers deserve more than just products—they deserve value, respect, and a genuine connection with the brands they support. It’s time for corporations to rethink their strategies and put people before profits.