Lush is cutting the money it spends with Google as part of its big tech rebellion.
The cosmetics retailer is slashing the “millions” it spends on Google Ads to protect its bath bomb trademark, cutting its platform investment by a third.
It plans to redirect budgets to smaller tech organisations and open-source solutions, so it can interact with customers in more “ethically sound” digital spaces.
“We wish to have zero reliance on the rabbit hole that is ‘trademark buccaneering’ on Google in favour of interacting with our customers in more ethically sound digital scenarios, such as across the metaverse,” said the company.
“Lush feels that we are at a parapet moment of big tech rebellion and we want to be there for the opening procession.”
Lush CEO Mark Constantine added: “At present, there is a lack of collaboration and goodwill among companies.
“Many businesses are buccaneering with trademarks and IP – straight out of the pirate textbook – and this needs to change so that problems beyond the reach of a single business can be solved.”
The company has set a deadline of 1 July to slash its spending.
“Lush feels that we are at a parapet moment of big tech rebellion"
Lush’s new strategy was announced by Chief Digital Officer Jack Constantine, who has been doing a review of the high street retailer’s big tech spend.
Through its own research, Lush discovered that only 52% of consumers believe Google and Amazon are trustworthy sources of ethical information.
A further 57% feel like big brands and corporations dominate technology and online culture, the survey found.
More than half (55%) want big tech to have less control online.
What will the future look like for lush?
Everything now designed, built and released throughout the Lush technology estate will use open-source technology.
These technologies need to be released on an OSI-approved licence, and give back its research and code under an OSI-approved licence to the open communities.
The company said it will also be actively involved in Web3 as it has seen “endless opportunities” within the space.
Lush made its metaverse debut this month in DecentraLand
Lush dipped its toes into the metaverse this month by launching a space in DecentraLand – a decentralised autonomous organisation (DAO) which is governed by its users.
The store was a digital twin of the brand’s SXSW house activation, which took place in Austin, Texas, from 10-13 March.
It enabled users to get a first look at the brand’s new products and messages, with a digital quest to complete.
This is not the first time Lush has made a statement to the big tech giants either.
The company turned its back on several social media platforms in November 2021, including Meta’s Instagram and Facebook, until they took action to provide a safer environment for users.
The policy was rolled out across all 48 countries where Lush operates.