TikTok: Our choices matter
As a marketer and as a mother, I am disgusted by the revelations in the TikTok lawsuit—but sadly, I’m not surprised.
This week, unredacted documents from the lawsuit against TikTok surfaced, revealing that the company has been fully aware of the addictive and harmful effects its platform has on young users. Despite knowing that their app exploits human psychology, particularly targeting vulnerable teens, TikTok chose to prioritize growth and engagement over the well-being of its audience.
This goes beyond unethical practices—it’s a glaring example of what happens when companies lose sight of their humanity in the relentless pursuit of profit. As marketers, it’s time for us to take a stand. We need to be more than just drivers of growth; we need to be advocates for integrity, transparency, and the well-being of the communities we serve.
We, as The New Leaders in marketing, have a responsibility to make conscious choices. Our advertising dollars are not neutral—they carry weight, and with them comes the power to influence the behavior of the platforms we support. If we want to create lasting change in our industry, we must demand that growth is aligned with values and driven by empathy, not exploitation.
As a mother, it infuriates me to see a platform that knowingly pulls kids deeper into its grasp with no regard for the consequences. These are not just numbers on a spreadsheet; they are real young lives being shaped by the content they consume. The idea that we could be complicit in that manipulation is a wake-up call for all of us.
We have to ask ourselves:
Are we willing to continue supporting platforms that prioritize profit over people?
Are we challenging ourselves to ensure our marketing strategies align with values that matter—like empathy, accountability, and respect?
Are we leading the charge toward a new kind of leadership that holds itself and others to a higher standard?
At The New Leader, we believe that true leadership is rooted in empathy, integrity, and the courage to stand up for what’s right—even when it’s difficult. It’s up to us to make sure that where we put our money and our influence reflects the kind of world we want to build, not just for our businesses but for future generations.
Let’s lead with intention, demand transparency, and never forget that growth should never come at the expense of our values or the well-being of our kids.
I fully support keeping kids off all social media platforms until at least 16 years old, or, even better, 18 years old. And I’ll question the ad spending I’ll do on TikTok in the future.