There must be better ways for marketing partnerships to manifest
Last week at a Big Bash Cricket game I found myself surrounded by what I would describe as a public display of designed waste.
The famous KFC bucket hat had been the cause of most of my disdain leading into the summer of Big Bash Cricket. Questionable sun protection. Questionable life span. Designed for chicken?
But a new layer had been added.
It appears KFC have the rights to the ‘heads’ of attendees, so Budget Direct has taken an opportunity to design something for the ‘hands’.
A ‘sun’ made of a medium density foam type composition.
This is what I noticed:
Kids and adults alike accepting two, sometimes three.
One for each hand. One for the head. Often stacked on top of a KFC bucket hat.Discarding started before the first ball was even bowled.
The smell of heated foam became obvious once they sat in direct sunlight, a reminder that these objects were never designed to exist in heat, time, or reality. Only in attention.
These products could reasonably be considered harmful to both human health and the environment.
They are not merchandise.
They are not mementos.
They are attention devices designed to become landfill.
And they are being pushed directly at children.
Yes, parents have a role in helping kids understand the impacts of accepting such material. But when brands and venues flood a space with free ‘things’, social pressure does the rest.
It is a design issue.
A system issue.
A responsibility issue.
Sure, I am probably going to come across as the fun police – but how is this ok?
Design holds power. Marketing holds power. And with power comes responsibility.