Since Caitlyn Jenner’s transition she has acquired multiple endorsement deals. H&M and M.A.C just to name a few. All of which have brought great exposure to the transgender cause. We need celebrities to use their brand and following to bring light to causes that are close to their hearts and encourage the masses to have that tough discussion.
However, there is just one problem with Caitlyn Jenner. She does not represent the transgender community. But, she will be if she’s collecting some coins. It is not fair to the community if Jenner picks and chooses when she wants to be transgender. It is exploitative. But, she was previously married to a Kardashian…the queens of exploitation.
If brands want to take a stance and show that they stand with the transgender community, why not make the face of your brand someone who stands with them unconditionally. Laverne Cox is a name that immediately comes to mind. She is a known activist for the community, who uses her celebrity to benefit the community. So, if brands really cared, why not her? Why not give the Laverne the platform she deserves? Is it because she doesn’t come with the Kardashian name with her?
When people hear Jenner, they immediate think Kardashian. Try to deny it, but it is true. Brands don’t want to help a cause, they want to make money. Therefore by making Jenner the face of anything, more than likely the people who stan for the Kardashians immediately follow. By picking Caitlyn Jenner to be the face of a brand, the brand wins on two fronts; one they look sympathetic to the cause and two, they gain the mass fan base of the Jenner/Kardashian brand.
While brands may feel like this is great business and Caitlyn is getting great exposure for herself, there is just one problem…consumers are smarter than they think. Consumers can read when a partnership is disingenuous and forced.These false partnerships will only last for so long. When the right brand partners with the right brand advocate, fans and their rightful community will take notice and the results will lead to enormous success.