We’re bombarded with content we didn’t ask to see and we don’t want to be served. In the age of algorithmic social media, crap is king.

But just because we can, doesn’t mean we should.

There is too much noise. Too much branded content. Too much advertising.

Brand marketers are complicit and we have to do better.

We have a responsibility not to chase empty trends in a quest for vanity numbers that we can brag about on LinkedIn but do nothing for brand reputation.

We need to stop pumping sewage into culture and publish with purpose.