I'm sure, dear reader, that you realise that running an eco/ethically focused business is no walk in the park. Not only do we strive to offer products that reflect our values of fairness, sustainability, and transparency, but we also find ourselves constantly defending those values in the digital arena. Engaging with people online can be a rewarding experience, opening doors to meaningful conversations about why ethical practices matter. But sometimes, it feels like we're talking to a wall—especially when it comes to people who seem more interested in venting frustration than having an honest discussion.
We don't love using the term "troll," but that's how it can feel when comments focus on picking apart our mission with no genuine interest in learning more. One reason we've seen a recent spike in these kinds of comments is likely due to our increased online advertising. As we reach a broader audience, some people will inevitably come across our ads who aren't exactly on board with our mission. And while we're all for open dialogue, it seems this has invited a few more critics who'd rather throw stones than have a real conversation.
One of the biggest frustrations we face is when people make bold claims without much knowledge, and when we take the time to respond, they vanish into thin air. For example, there's this persistent misconception that veganism and environmentally conscious materials are just "pseudoscience" or "virtue signaling." But when we reply with actual research and facts—like the impact of conventional leather on deforestation, water-intensive processes, and the benefits of using vegan, sustainable materials - materials—the conversation suddenly goes silent. It's as if facts are kryptonite for these critiques!
Take the topic of veganism, for instance. We know it's a divisive issue, but we choose vegan materials because they reduce harm to animals, minimize environmental impact, and avoid supporting an industry that exploits both animals and the planet. Animal agriculture is a leading cause of deforestation, water pollution, and greenhouse gas emissions. Switching to vegan alternatives, particularly those made from responsibly sourced, plant-based materials, is one of the ways we're trying to make a positive impact. Yet, every time we bring this up, people love to throw around words like "pseudoscience" and dismiss it outright. But when we provide evidence? Crickets.
Another classic example is the design of our sneakers. We often get comments claiming that our shoes are just rip-offs of Converse as if Converse invented the high-top sneaker. Spoiler alert—they didn't. Converse may have popularized the style with the All-Star in 1917, but the concept of high-top athletic shoes existed before then. Yet, when we respond with historical facts, we're met with the digital equivalent of a blank stare. They were only there to pick a fight, not to learn or engage.
Here's the thing—running a small business means that every minute counts. We're not some big corporate brand with a huge PR team; we're a small, passionate group trying to make a difference. Every time we respond to these kinds of comments, we're investing time and energy that could be spent on improving our products, supporting our suppliers, or finding new ways to reduce our environmental footprint. We're happy to engage in real, constructive conversations with people who are genuinely curious. But when it's clear someone's only there to spread negativity, it can feel like an exercise in futility.
At the end of the day, we're here for the people who want to join us on this journey toward a fairer, more sustainable world. If that's you, thank you—you're the reason we keep going. And to the trolls (or whatever we want to call them)? Well, we're always ready to talk, but only if you're willing to listen. Facts don't change just because they're inconvenient.
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