What does X and Tesla say about your organisation and you?

As a person working in marketing in Ireland for over 35 years, I have come to believe that the purpose, positioning, and values stated by an organisation actually mean something. In my opinion, the brands we choose, whether as organisations or individuals, say something about us.

Organisations and Platform X: A Question Regarding Consistency

Most organisations in Ireland have worthy purpose statements and well-crafted sets of values. They invest time and effort into defining what they stand for and how they operate in the world. Many large organisations have already made the decision not to advertise on X (it's NOT Twitter, it is X) due to concerns about the nature of content it allows and their brand's potential placement next to something that feels 'off'. ?However, despite this, many of these same organisations continue to use X as a service channel, lending it credibility and sustaining its relevance. Brand association works both ways.?

X has faced significant criticism for its handling of harmful content. Irish leaders have expressed concerns about the platform's failure to uphold community standards, particularly in its response to critical events such as the Dublin riots. Ireland’s media regulator, Coimisiún na Meán, has called for stricter regulations to prevent the spread of terrorist content on digital platforms, highlighting the exposure of X to such material.

It is worth considering whether businesses that continue to engage with X as a service channel are inadvertently contradicting their stated values. If organisations truly believe in transparency, inclusion, and ethical engagement, then I would suggest they take the opportunity to reassess their reliance on a platform that may not align with their stated principles. When you examine your use of X as a service channel, how many customers are you really dealing with?? I would suggest it is less than the value of your brand association with such an awful place.

Tesla Ownership: Reflecting on Brand Association

The brands we choose often serve as extensions of our identities, reflecting our values and beliefs. Tesla, once the poster child for innovation and sustainability, is now subject to re-evaluation due to the actions and statements of its CEO, Elon Musk.

Musk's increasingly controversial public behaviour has raised ethical concerns. Most recently, during an event linked to U.S. President Donald Trump, Musk made a gesture that many interpreted as a Nazi salute (Father Jack may have said ‘Feckin Nazi’), leading to widespread criticism. Additionally, his stance on U.S. foreign aid has sparked significant debate, with critics arguing that his approach undermines global stability and humanitarian efforts.

For Tesla owners and potential buyers, it is worth considering what their association with the brand signifies. Brand loyalty is powerful, but it is not static. If a brand’s leadership and values shift in a direction that no longer aligns with personal beliefs, then I would suggest reflecting on whether continued support remains the right choice.

Conclusion: Aligning Actions with Values

In my own view, consistency between proclaimed values and operational practices is important for organisations and individuals alike. Irish companies should critically assess their engagement with X to ensure that their actions reflect their commitments, and if it actually makes commercial sense. Likewise, Tesla owners may want to consider whether their continued association with the brand aligns with their personal values in light of its CEO’s conduct.

In a world where brands are powerful signifiers of identity and ethics, choices matter. The platforms we support and the products we buy send a message—not just to the world but to ourselves.

In my personal opinion.