"In the early days, we invested in a web forum that was popular with our customers. We've always had a good online connection with them. We really embraced social media at the beginning. We were all keen to learn its potential. And we like word-of-mouth as an approach to marketing. Social media seemed to offer a new set of tools and new opportunities for dialogue with our customers."
"Social media embraced us too, in the years which followed up to 2019, our community grew and it was engaged and stable for a long time. But we've seen social media transform over time, and we began to ask ourselves questions about what our stance should be. As it stood, the negative impacts of Meta and TikTok's algorithms were too evident to ignore, especially with the growing case of the detrimental effects on users, particularly young women and girls."
Lush left major social platforms after concluding those platforms' algorithms and business motives conflicted with the brand's relaxation ethos and harmed user well‑being. The company began on early platforms like MySpace and Instagram and invested in its own web forum to foster customer dialogue and word‑of‑mouth marketing. The community grew steadily until around 2019, then platform algorithms shifted and evidence mounted about harmful effects on users, especially young women and girls. The company advised investing in owned platforms to create safer online spaces and reduce reliance on platforms controlled by a few owners.
Read at The Drum
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