For true pluralism
Even if the political pendulum swings toward radicalism, we agencies must resist it.
We live in remarkable times. On May 11, Nemo became the first openly non-binary person in history to win the Eurovision Song Contest; the winning anthem "The Code" anticipated what millions of Europeans confirmed with their vote: "I broke the code (...). I just gave it some time, now I found paradise." Nemo's triumph: a sign of progressiveness, of progress, of tolerance. And I say that as someone who has deliberately avoided the spectacle of the Eurovision Song Contest until now.
On June 9, another European vote took place - the election of the EU Parliament, with depressing successes for right-wing to far-right forces; for border closers, deportees, populists. Their success: a sign of dark conservatism, of regression, of intolerance.
Polarization to the point of implosion?
Remarkable times. Because - albeit from Switzerland, but as a convinced European - I can't help but ask myself: How can these "two Europes" continue to coexist without the Union perishing from its polarization (you can also transfer the question to the USA, with slightly different variables in the equation)? While there are countless people who cheer Nemo, there are apparently a similar number who say: "We do not recognize the freedom of self-determination. We vote for parties that fight against it." Anyone who contradicts the intolerant, however, is promptly declared intolerant themselves: "You're still allowed to say that, aren't you?" No, you can't. Freedom of opinion ends where the freedom of others is attacked. The standard-bearers of intolerance only demand freedom of opinion for themselves until they take over the discourse - then it's all over very quickly; there are plenty of historical examples.
On the front line
That's why we have to take responsibility now. As agencies, we are at the forefront of social change. We not only accompany trends - we also set trends. At least if we see ourselves not just as vicarious agents, but as agents of our clients. When we say to them: "Something is just starting on our doorstep. But you have the power to influence how it ends." In doing so, we are making a statement: that advertising should be political. This may evoke rejection from some colleagues, but I ask them: What is not political today? Unlike journalists, it is not only our job to say what is - but also to say what should be. We have to offer everyone - especially those who are considered "minorities" - visibility in our activities. We have to make claims and campaigns inclusive; demonstrate how colorful and diverse society is until no one wonders why we show families with a migration background having a barbecue or same-sex couples buying a car. Otherwise, plurality and openness will soon be little more than a memory - a memory of remarkable times.
* Dr. Alexander Haldemann is CEO of Publicis Groupe Switzerland.
This column first appeared in the m&k print edition 6-7/2024.
