No Is Not Enough: Resisting Trump's Shock Politics and Winning the World We Need

by Naomi Klein

again and again intrepid investigative journalists and labor groups would reveal that, say, a Michael Jordan–branded Nike shoe or a Disney-branded t-shirt was being made under horrific sweatshop conditions in Haiti or Indonesia. But when journalists or consumers tried to hold the brand accountable, the company would almost invariably declare, “We’re as horrified as you are. Which is why we’re going to stop doing business with that contractor.” It’s no secret why this model took off. If you did it right—if you made beautiful commercials, invested heavily in design, and tried to embody your brand identity through countless sponsorship arrangements and cross-promotions—many people were willing to pay almost anything for your products. Which is why the success of what came to be called “lifestyle brands” set off a kind of mania, with brands competing with one another over who had the most expansive network of brand extensions, or who could create the most immersive 3-D experiences—chances for customers to crawl inside and merge with their favorite brands. So what does all this 1990s history have to do with Donald Trump? A great deal. Trump built an empire by following this formula precisely. And then, as a candidate, he figured out how to profit from the rage and despair it left behind in communities that used to do the kind of well-paid manufacturing that companies like his long ago abandoned. It’s quite a con.