Just in time for the holidays, Sweetgreen dropped its new Kale Camo Hoodie, and my first thought was, “What a punchy mix of camp and kitsch!” They proudly promoted it, and I was ready to add to cart.
Yet not long after, Market took things to the gram, calling Sweetgreen out directly with a bold post that read, “WE PITCHED SWEETGREEN A COLLAB IDEA AND THEY JUST ENDED UP STEALING IT.”
As Heather Gay would say, they had the “Receipts! Proof!Timeline! Screenshots! Everything!”
In a series of screenshots, Market shared an email exchange with their CEO from a year prior, where they pitched the same concept.
As a creative and advertising veteran, watching that story unfold was like a punch in the gut. I couldn’t help but feel the familiar sting of being so hopeful for a new partnership only to realize the partnership never existed.
Watching this unfold in real-time with two prominent brands served as a stark reminder: no one is immune.
In the world of advertising and creative innovation, the allure of collaboration can sometimes mask an uncomfortable truth: the risk of exploitation. As larger companies increasingly court the creativity of smaller creators under the guise of “new business opportunities,” a disturbing trend is emerging—one that allows brands to routinely lift ideas and pitches without regard for the original creators. Let’s not even discuss how many companies are capitalizing on the current economic crisis by providing false hope of job opportunities, ultimately exploiting job seekers for their fresh, creative ideas without compensation (or a job for that matter).
The Rise of the “Free Ideas Economy”
An insightful piece in Adweek by Dana Hork discusses the troubling phenomenon dubbed the “free ideas economy.” After reading the article, one thing is clear of this phenomenon, it is a veritable buffet of free ideas. Many creatives can recite a time where their attention was drawn to the insidious way in which companies invite us to showcase our talents, often leading to opportunities that appear promising but may ultimately yield nothing more than heartbreak.
When businesses ask for pitches without any guarantee of compensation or respect for the creator’s original work, they perpetuate a cycle that not only undermines the value of creative labor but also exploits the trust and enthusiasm of those eager to collaborate. The exuberance of submitting a fresh campaign concept can turn into disillusionment when these ideas are adopted without credit or sufficient compensation.
Why I Refuse Free Test Projects
As someone who has navigated the highs and lows of the creative industry, I have made a conscious decision to refrain from engaging in test projects for prospective clients or jobs. The stakes are too high. Companies often use these test projects as a means to gauge talent and ideas without any intention of recompense. They may present themselves as potential partners, yet the reality often reveals a different narrative—one where ideas are consumed and creators are discarded.
We need to protect the sanctity of our creative labor. It is not just about the initial idea; it’s about the countless hours spent in thought, iterations, and the emotional investment in one’s work. And let’s not forget the tireless nights spent studying our respective craft during college. The notion that a creator should offer their innovative concepts for free in hopes of validation or future business is outdated and unfair, serving only to line the pockets of those more powerful in the industry.
The Responsibility of Brands
Brands and corporations wield significant power in shaping the public narrative, yet as Spider-Man once said, with great power comes great responsibility. As Hork rightly observes, the “free ideas” solicitation equates to a lack of respect for the intelligence and creativity of smaller creators. Major brands can and must establish ethical practices that reward creativity rather than exploit it.
Imagine if companies shifted their approach to collaborations: compensating smaller creators for their ideas, treating them as partners rather than resources. Such a paradigm shift would not only elevate the industry as a whole but also foster a culture of mutual respect and genuine collaboration.
Supporting Equitable Practices
As creators, we must unite to defend our rights and the worth of our ideas. Here are some steps we can collectively take:
- Raise Awareness: Engage in conversations on social media and professional platforms about the implications of the “free ideas economy.” Share experiences and insights to empower others and create a network of support.
- Establish Clear Boundaries: Set personal guidelines regarding unpaid work. Do not hesitate to communicate the value of your expertise and time.
- Advocate for Change: Support industry standards and organizations that advocate for ethical practices in advertising and creative industries.
- Document Your Ideas: Always keep a record of your work, including pitches and concepts. Protection is key. In any creative process, having a documented trail can safeguard against potential theft.
Moving Forward Together
We are at a pivotal moment in the creative landscape. The potential for innovative collaborations is boundless, but it must be rooted in equity and respect for individual creators. As we stand together to advocate against the exploitation of ideas under the guise of opportunity, we will pave the way for a future where creativity is not only celebrated but valued.
The call to action is clear. Let’s dismantle the free ideas economy and usher in a new era of collaboration that honors the creators who breathe life into the brands that seek to partner with them. It’s time for brands to learn that creativity has a price—one that reflects the passion, hard work, and originality behind every idea.
The Girl in Gucci Glasses 
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