Cause Capitalism.

Cash Cows and Hashtag Heroes: A Modern Tale of Activism.

Welcome to Activism Inc., where noble causes and profit margins collide in a spectacle of hashtags and dollar signs. As you step into this surreal world, remember the golden rule (coined by yours truly of course): “be careful the cause you fight for, you may just be putting food on another person’s table.”

Image source: Getty Images.

Let’s cast our mind back to a few months ago when two ladies dared to post a video of themselves vibing to a song by OdumoduBlvck. Innocent enough, right? Wrong! The lyrics of the song apparently didn’t align with the feminist values, and faster than you could say “cancel culture”, they were hounded and called every name in the book. Fast forward to today, and lo and behold, some of those very people who spearheaded the vitriol those ladies received, have been caught red-handed (Palm Oil and all, still dripping from their palms) Yes, you guessed it – they were on video doing the exact same thing, vibing to the same song, and singing along to those “offensive” lyrics they had condemned with such fervor.

I emphasized this point to demonstrate how individuals frequently join causes they may not truly believe in, solely for the purpose of grandstanding. And if individuals are willing to rally simply to be perceived a certain way, imagine the lengths they would go to if money became a factor.

In the bustling landscape of modern activism, a trend has emerged – one where the lines between noble causes and profit margins blur ever more distinctly. This phenomenon, I dubbed “Cause Capitalism”, the commodification of principles within the realm of activism. A world where hashtags and principles collide in a dance of dollar signs that has transformed social justice into a marketable commodity, leaving genuine activists in the shadows of profiteers. Here, the altruistic pursuit of social change takes a backseat to the allure of financial prosperity. Activists, driven by passion and convictions, unknowingly become contributors to a lucrative enterprise.

Remember the #EndSars movement? Where over 500 people died for the cause across Nigeria. Passionate activists took to the digital streets, demanding justice. Little did they know, amidst their good intentions, there were those with dollar signs in their eyes, ready to capitalize on their righteous anger…I will not mention names but FEMCO. It’s a tale as old as time: “cash first, cause second.”

As the political season rolled around, the hashtag #Obidients emerged, led by some charismatic social media influencers. Promises of change filled the air, but behind closed doors, strategists whispered sweet nothings to their bank accounts, turning activism into a profitable puppet show.

Enter Patrisse Cullors, founder of BLM, who made headlines with her $6,000,000 property purchase using #BlackLivesMatter donations. It was a masterclass in “cause capitalism”, where principles took a backseat to real estate deals.

This is not an isolated narrative, across the spectrum of causes, from climate change to gender equality, to civil rights, we see the rise of “Hashtag Hustlers” and “Cause Capitalists” alike. Hashtags, once symbols of solidarity, have now become marketing tools, with principles bending to the whims of profit margins. The unsuspecting activist, armed with passion and principles, step onto the battlefield of righteousness, ready to take on the world’s injustices. Little do they know, they’re not just fighting for change; they’re also padding the wallets of a select few who sip champagne as they watch the donations flood in. Whether it’s through shady fundraising tactics, the selling of merchandise emblazoned with catchy slogans, or the co-opting of grassroots movements by corporate interests, the lines between genuine activism and profit-driven agendas blur.

Let us not forget that behind every trending hashtag and viral campaign, there are real issues and REAL PEOPLE affected. It’s all too easy to jump on the bandwagon of a trending cause, to post the right hashtags and garner likes and retweets, all while contributing little to actual change. In this era of “clicktivism”, where activism can be reduced to a mere click of a button, the risk of shallow engagement is high. We must ask ourselves: are we truly committed to the causes we champion, or are we simply seeking validation and social capital? Are we willing to do the hard work of effecting real change, or are we content with the illusion of activism? The cautionary tale of “putting food on another person’s table” serves as a reminder to tread carefully in our pursuit of justice. We must be vigilant against those who would exploit our passions for their own gain. The voices of activists should not be silenced by the roar of cash registers, nor should genuine movements be co-opted for financial gain. As we move forward, it is imperative that we demand transparency and accountability from those who claim to champion causes.

This intersection of activism and capitalism presents a pivotal juncture for reflection. Let us opt for the path of rectitude and meaningful change, safeguarding the sanctity of activism in its truest form. For in the pursuit of justice, authenticity must prevail over the allure of “Cause Capitalism”.

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