Nice Brands Finish Last

As customers increasingly demand ethos from the brands they buy from, more and more businesses position themselves as “nice brands”. But, is this positioning a safe, long-term Brand strategy?

What is a “Nice Brand”?

In 1946, Leo Durocher, manager of the Brooklyn Dodgers, famously quoted:

“Nice guys finish last.“

He reffered to players who lack assertiveness during a game, resulting in lost opportunities and an inevitable loss. Nice, in this case, does not mean lack of kindness; it refers to the formation of a lukewarm, overly polite persona that is used to hide feelings of inaudequecy, low self-worth, and insecurity.

In today’s popular media scene, the term “nice guy” evolved to describe a type of man who uses an unsuccessful dating strategy based on passivity, rather than assertiveness and action. He is initially nice towards women, only to act bitter and passive-aggressive as soon as he faces rejection. The term became popularized thanks to Dr. Robert Glover’s book “No Mr. Nice Guy”, who admitted that he was once a “nice guy” himself, only to realize that he was not so nice afterall.

“I had an agenda. I had no boundaries. I was indirect. I was passive-aggressive. I wasn’t honest. I wasn’t always so nice,” he mentions on his website.

Men on dates are not the only ones who can find themselves being deemed “nice” or “fake nice”. Lately, the “nice brand” positioning has emerged for businesses, following the rise of ethical consumerism. Nice brands claim that they care about their employees and their customers. They produce ethically, locally, and sustainably. They acquire certifications that prove their eco-friendly approaches and, god forbid, their mission is not to make as much profit as possible. Afterall, why would a for-profit company benefit from capitalism?

The Rise of Ethical Consumerism

Ethical consumerism is described as the practice of making purchasing decisions based on moral beliefs and a concern for social, environmental, and political issues; related to both the products and their production. It involves choosing to buy from companies with ethical practices and potentially boycotting those with unethical ones. Ethical consumers may consider issues like fair trade, labor practices, human rights, and animal welfare. The list may be extended during times of crisis, such as during a war or a political scandal. Businesses that may stay neutral or support the unfavorable side may be boycotted or “cancelled”.

This phenomenon goes hand in hand with the concept of “dollar voting“, a term coined in the United States in the mid-20th century to describe the power of consumers in a free market society. Today, ethical consumption trends have surged. Consumers demand transparency and traceability in supply chains, embrace circular economy models, and prioritize social equity and worker rights. The demand for ethical business practices is estimated to rise, with 77% of Gen Z consumers saying they will not buy from countries with poor environmental standards (NIQ and World Data Lab, 2024).

Within this context, businesses are increasingly striving to be deemed ethical, utilizing a “nice brand” positioning. Many of them are, in fact, ethical. They do their best to be as sustainable, eco-friendly, and inclusive as they can be. They pay fair salaries and avoid tax evations. But, despite their efforts, they are faced with allegation after allegation, online mobbing, and smear campaigns. At the same time, larger corporations that have been investigated for years for tax evatation, pollution, monopoly practices, lobbying, and modern slavery, often receive less criticism. They manage to thrive, while nice brands collapse as soon as they make one mistake. Perhaps they mishandled an employee’s termination or they introduced a piece of clothing made of polyester in their collection. Suddenly, the well-crafted brand positioning collapses. So are the business’ sales, profit, and consumer satisfaction.

Why are consumers less forgiving towards “nice brands”?

The Wolf in Sheep’s Clothing

The reason why nice brands finish last is related to the so-called “nice paradox” or “wolf in sheep’s clothing” phenomenon. Humans have evolved to be extra careful for hidden, unseen dangers. We know that true danger is not always obvious; it’s concealed behind a carefully crafted image of innocence or benevolence, making it harder to anticipate and defend against. For example, an outwardly cynical, borderline aggressive politician may be perceived as “likeable” and as someone who “goes against the system”. On the other hand, his always smiling opponent who exclaims friendly, inclusive slogans, can receive less votes. Everyone is aware of how “dirty” politics can be. One could think that a nice politician must be hiding something beneath their mask, waiting to reveal their true intentions as soon as they rise to power.

Similarly, a brand that highlights its benevolence may find itself at a loss. The world of business is rough and competitive. It is all about profiting. Although consumers may demand ethical business practices, they will be hesitant towards a business that makes ethical claims. It may be paradoxical, but we have all developed to identify the snake slithering among the bushes; the hidden danger among us. There is no reason to investigate a business that outwardly displays its “it is just business” and “we are here for the money” mentality. The truth is out in the open.

The Djerf Avenue Scandal

A great example of how positioning your business as a nice brand may backfire, is the recent controversy involving the Swedish clothing brand “Djerf Avenue”, founded by the influencer and content creator Matilda Djerf.

The influencer was known for her body-positive content revolving around fashion and beauty. Her persona was friendly and approachable and she managed to acquire a great number of followers across her social media platforms. In 2019, she launched her clothing brand as a “safe space”, filled with “kindness, inspiration, respect, and the perfect wardrobe staples.”

The about section of Djerf Avenue mentions the following:

“Born out of our love for vintage and the perfect basics, we want to embody effortless confidence and a relaxed chic style that is universally inclusive. We never retouch photos of models or clothes, ensuring an authentic and transparent representation.”

Her entire personal brand and the one of Djerf Avenue were based on kindness and inclusivity. However, it took half a decade for things to take a turn.

In December 2024, the Swedish media platform Aftonbladet reported that 11 former and current employees of Djerf Avenue described being belittled, called names and yelled at in the workplace. Some of the comments were reportedly of body-shaming nature, according to the employees. One specific incident involved around the use of a private toilet stall that was meant to be used by the founder and people of her choosing. The news resulted in consumers sabbotaging the brand, which lost many of its social media followers.

We know that businesses across the world do much worse. They discriminate, underpay their employees, lobby, and benefit from child labor in developing countries. The reason why Djerf Avenue faced such criticism across the globe is rooted in its Branding. It presented itself as a nice brand. Its claims contradicted what employees reported. It is as if a mask had fallen; the wolf in sheep’s clothing was identified within the flock. The same fear of identifying a snake within the bushes emerged. A primal, paralyzing fear. And the witchhunt began.

A Bulletproof Brand Positioning

Just like nice guys, nice brands finish last.

Running a “mean brand” is not the solution. All businesses should strive to improve their practices. But, creating a nice yet fake persona for you or your business is not sustainable. A long-lasting brand -a legacy- is authentic. Of course, complete authenticity is simply not possible, nor safe, in business and in public affairs. But, the closest the Brand positioning is towards the actual nature of your business, the safer its journey will be.

Here is what business owners should consider before positioning their Brand:

Any claims, B-corp /other certifications, and company social responsibility (CSR) campaign should be well-supported by documentation.
Form a Public Relations team for times of crisis. The first responses are the most crucial.
Build scenarios and playbooks in advance, so your first 48 hours don’t rely on improvisation.
Be assertive. Overapologizing and working from a place of fear can backfire. If you feel like an impostor, others might feel the same about you as well.
Don’t let ethics be your only differentiator. Ethics can be subjective – they change and evolve. Let your product value be at the forefront.
Slowly adapt in this high-pressure environment. Ethical businesses attract more ethical consumers. Ethical consumers have higher demands and add more pressure to bussinesses.
Choose your battles. Pay attention to critiques and negative feedback but abstain from addressing all of them. Distinguish the trolls from the real ones.

At Creative Kollective, he help businesses navigate the narrow straits of market saturation and global competition. From conceptualization to execution, we are here to assist you with your Marketing and Branding efforts.