The Anthropocene is the time during the Earth’s recent geological history when humans have tremendously impacted its atmosphere, resources, and geology. Nobel Prize-winning scientist, Paul Crutzen, suggests “the beginning of the Industrial Revolution as the starting point of the Anthropocene.” As humans have reaped the benefits of industrialism, agriculture, and technology, greed and lack of foresight have left the Earth in an irreversible state of distress. Pollution, depletion of natural resources, and the accelerated extinction of plants and animals are just a few issues we are forced to face today.

But how did we get to this point and how have brands contributed to this dilemma? The notion of deception and drive for one’s “self-preservation” is a factor worth exploring. I am particularly intrigued with how this idea connects with celebrities and their power to influence brands, culture, and politics. The obsession with wealth, status and fame has been present throughout history. Devout Catholics, many of whom lived modest lives, respected and admired the Church and its leaders, despite its complicated history of greed and corruption. Throughout European history, royal families built gold-clad palaces and were idolized by citizens who were living in poverty. During the early 1900s, magazines and newspapers helped birth the idea of celebrity culture where the public can read about famous entertainers of the time. During the 80s and 90s, Lifestyles of the Rich and Famous let the American public into the lives of the wealthy and inspired them to dream of the same lavish lifestyles that were portrayed on television. Conspicuous consumption and the idea of excessive spending were glorified and admired, despite how they negatively affected social structures, the environment and natural resources.

It is interesting that while daydreaming of the perfect utopian state for oneself, there is often a lack of clarity of who someone really is and who they want to be. Many impressionable fans buy the same clothing, jewelry and cars as the celebrities they look up to. Many Americans go into debt trying to achieve a lifestyle they cannot afford. It is a shallow connection to their idols that is based on status, beauty and wealth. Although this problem continues today, we are starting to see a shift in how celebrities are influencing the masses. Through Martin Heidegger’s writings, we see how brands make connections and create culture. When you build a bridge, it creates a location. When you create a location, you create a space for gathering. Brands have the ability to exhibit certain values, make a connection with their audience and establish a community.

In recent years, celebrities have been influencing the public on a deeper level than ever before. Many of whom have been more involved in philanthropic and environmental endeavors and use social media as a platform to spread knowledge and gain support. Kim Kardashian, although criticized for lacking talent and her rise to fame, has been publicly advocating for criminal justice reform. She leveraged her fame and power to influence Trump to pardon Alice Marie Johnson, who has recently re-entered into society. Swizz Beatz completed a program at Harvard Business School to expand his knowledge of business and encourages his fans to educate themselves and work relentlessly to achieve their goals. Celebrities like Jessica Alba have launched businesses offering natural products that are ethically and responsibly made. Greta Thunberg in her own right has become a celebrity hero of her generation. She has over 9.5 million Instagram followers and uses social media to demand immediate action. During the 77th Golden Globe Awards, many actors took their acceptance speeches as an opportunity to shed light on current political, social and environmental issues. In recent years, more celebrities have used their voice to raise awareness and promote change.

Like it or not, celebrities have an undeniable impact on culture. The question is, can they use their fame and power to instill positive values and influence the masses to make social, environmental and political changes? As we gain more knowledge about the future state of the Earth and how our actions continue to impact the environment, we see how brands are obligated to act responsibly. Consumers are more educated and seek brands that share their values. In addition, “cancel culture” affects how celebrities and brands react to changing times. In the age of technology and social media, transparency has been a huge factor in how the public views brands. More than ever, celebrities and the brands they are associated with are held to a higher standard that forces them to think and act with a social and moral conscience. With that said, celebrity culture can help positively impact how we navigate through the Anthropocene if done authentically and responsibly. One can be hopeful that through education, exposure and positive influence, we can salvage what’s left of the Earth where future generations can thrive.