At Substrate, we believe that human dignity is absolute. We are proudly pro-Palestine, and we refuse to support, platform, or profit from brands, projects, or narratives that enable, excuse, or normalize genocide. Anywhere. This is not a marketing campaign. It is a values commitment. It informs who we partner with, how we communicate, and what we categorically reject.
The Market Will (Soon) Reward Integrity
Values Drive Decisions
Customers are increasingly making purchasing and advocacy choices based on beliefs. Edelman’s global research shows that 63% of people buy or champion brands because of their values.
Purpose Shapes Loyalty
Nearly 9 in 10 Gen Z and millennial employees consider purpose critical to job satisfaction (Deloitte). They are also more likely to reject employers—or brands—that fail to align with their values, which directly influences how they spend.
Boycotts and Buycotts Are Normalized
A Harris Poll reveals that 36% of Americans participate in boycotts, with numbers rising to 53% for Gen Z and 46% for millennials. At the same time, “buycotts” are growing—directing collective spending toward brands that take principled stands.
Responsible Brands Perform
Meta-analyses consistently find a positive link between corporate responsibility, including human rights commitments, and financial performance. Doing the right thing is also good business.
What We Refuse
We will not work with organizations that compromise human dignity for profit or optics:
- Companies that benefit from genocide — whether through contracts, supply chains, or investments. Short-term gains cannot offset long-term reputational and financial risk.
- Organizations with leaders or board members that “two-side” genocide — framing mass harm as a debate erodes credibility, alienates employees, and drives customers elsewhere.
- Partnerships that sanitize violence — no ad dollars are worth associating with narratives that obscure or justify mass harm.
What We Commit To
- Partnering with organizations and campaigns that safeguard people and the public square—for example, initiatives like The Unity Lab, which counter dehumanizing narratives and educate audiences about the reality of genocide.
- Maintaining radical transparency about our choices so clients and audiences know where we stand.
- Delivering creative work that demonstrates how ethics and imagination can co-exist—and drive impact.
An Invitation
We call on our clients, peers, and platforms: draw clear red lines. Decline to support governments, institutions, or intermediaries that perpetrate, enable, or whitewash genocide. These choices are not only morally necessary—they align with where customer expectations, employee demands, and long-term brand equity are headed.
If these are your standards too—or if you’re ready to align your marketing with them—let’s build together.
Who We Are
Substrate is a creative agency dedicated to building campaigns with integrity. We prioritize diversity, collaboration, and values-aligned partnerships. We refuse to work with industries that profit from harm—whether defense, tobacco, or extractive enterprises. By embedding ethics into creativity, we help brands earn trust, inspire loyalty, and achieve sustainable success.
We are a proud member of Entrepreneurs for Palestine; learn more about their work, and their movement.
