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Brands Aren’t Listening: Why 58% of People Feel Misunderstood
The Atlantic just profiled a photographer who's charging $7,000 a day for family photos. Hidden in there is a masterclass in ethical, profitable brand strategy.
Right now, 58% of consumers feel fundamentally misunderstood by brands. Why? Because most premium brands reproduce systems of exclusion and commodity, turning fundamental human needs into pressure that creates social anxiety.
Meet Kirsten Bethmann, a photographer who looked at standard beach photos - you know the ones, families standing stiffly in sand dunes - and said "absolutely not." She banned matching outfits in her contracts. Replaced rigid poses with 50 minutes of pressure-free play. And built a thriving premium business. This is what happens when brands deeply understand what people actually need, versus what industries think they should want.
💛 Let me be clear: Ethical brand building is strategically smart — I will die on this hill. As inequity deepens, brands that exploit social anxiety will face growing resistance. Those building genuine collective value will find fertile ground.
Her model reveals a different truth: premium isn't about exclusivity, it's about access.
* Premium value can come from removing pressure, not adding it
* Trust builds when you actively reject industry conventions that harm people
* Real transformation happens in the space between scripted and spontaneous
The strategic imperative: While smartphones threatened to collapse the photography market, professional photography has grown 15% in the last decade. Why? Because photographers like Bethmann aren't selling perfection - they're selling permission. Permission to be real. To preserve authentic moments.
Your move: Look at your brand strategy…
* What industry conventions are you following that actually hurt your clients?
* Where could you give people permission instead of adding pressure?
* How might rejecting "perfection" actually increase your value?
Because the truth is, we need new systems of value. And that work belongs to all of us.
Subscribe for strategic branding insights.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit brandstrategist.substack.com
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By Shay BocksThe Atlantic just profiled a photographer who's charging $7,000 a day for family photos. Hidden in there is a masterclass in ethical, profitable brand strategy.
Right now, 58% of consumers feel fundamentally misunderstood by brands. Why? Because most premium brands reproduce systems of exclusion and commodity, turning fundamental human needs into pressure that creates social anxiety.
Meet Kirsten Bethmann, a photographer who looked at standard beach photos - you know the ones, families standing stiffly in sand dunes - and said "absolutely not." She banned matching outfits in her contracts. Replaced rigid poses with 50 minutes of pressure-free play. And built a thriving premium business. This is what happens when brands deeply understand what people actually need, versus what industries think they should want.
💛 Let me be clear: Ethical brand building is strategically smart — I will die on this hill. As inequity deepens, brands that exploit social anxiety will face growing resistance. Those building genuine collective value will find fertile ground.
Her model reveals a different truth: premium isn't about exclusivity, it's about access.
* Premium value can come from removing pressure, not adding it
* Trust builds when you actively reject industry conventions that harm people
* Real transformation happens in the space between scripted and spontaneous
The strategic imperative: While smartphones threatened to collapse the photography market, professional photography has grown 15% in the last decade. Why? Because photographers like Bethmann aren't selling perfection - they're selling permission. Permission to be real. To preserve authentic moments.
Your move: Look at your brand strategy…
* What industry conventions are you following that actually hurt your clients?
* Where could you give people permission instead of adding pressure?
* How might rejecting "perfection" actually increase your value?
Because the truth is, we need new systems of value. And that work belongs to all of us.
Subscribe for strategic branding insights.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit brandstrategist.substack.com