What Brands Can Learn From Lush's Social Exit

This CMSWire analysis examines the growing trend of major brands such as Lush, Tesla, Bottega Veneta, and Wetherspoons exiting mainstream social media platforms. The article argues that social media is becoming increasingly cluttered, expensive, and unstable due to walled gardens, algorithm changes, and privacy concerns. It advises brands to rebalance their social media strategies, focusing on social selling, influencer marketing, and community-driven engagement rather than relying solely on organic reach. The piece notes that 96% of business leaders still view social media investment as essential, and that brands spend an average of 32% of marketing budgets on social media. It highlights Lush's successful pivot to digital website and app sales, which contributed to a $34.8 million pre-tax profit in FY 2022 after a loss the prior year. The article also emphasizes the importance of adapting to Gen Z's preference for private, intimate channels and suggests leveraging employee and user-generated content to build trust.