So I got the latest email about you making an NFT but there is something else that I want to comment on in that email.
I have seen jimmy joy as a brand that is focused on the environment, but also as a brand that focused on being something that everyone could have.
As someone who has struggled with an eating disorder in the past, I didn’t really appreciate the email talking about ”covid floaties.” or talking about getting rid of a ”surplus.”
In the same email you said ”every body is a summer body” but then go on to talk about how someone want might want to ”get rid of that surplus” which for many who struggle with eating disorders is pretty clearly language that would imply that being larger and having a ”surplus” is something bad.
Using the term ”covid floaties” does not give the impression that you truly believe that ”every body is a summer body.” Like that is not a funny term, and its not a great way to show that you support every body type. Its a great way to make someone who is struggling with their weight feel like shit, and after the past year with covid, and the stress surrounding it, the last thing anyone needs is to feel like they are being judged for their body and mind’s natural reaction to stress or grief.
I appreciate the way that you have the blogs organized on the site so that you can tell which articles are about weight loss and which are not, and think that its totally ok to say that the plenny shakes can help with weight loss. The same thoughtfulness about the topic needs to be reflected in your emails.
If you are going to send an email about ”every body” being a ”summer body” then it shouldn’t be with a context of wanting to lose weight surrounding it. You could have talked about how plenny shakes are great for taking to the beach, or how plenny shakes help keep people of all body sizes full and give them the energy they need to have summer fun! But instead, you chose to surround the body positive message with messages saying that being larger is not desirable.
I REALLY hope that next time you will think more about your messaging. As this was not a fun email for me to get, as I was not expecting to get an email telling me that I should lose weight, especially when the title of it was ”We made an NFT”
You may not have explicitly said ”you should lose weight.” But by calling fat ”covid floaties” and making the click through button say ”Get rid of those COVID-floaties!” it sends a pretty clear message that gaining weight is not desirable. Essentially this comes down to your email tried to be inclusive, but it is clear that the audience of the email was not meant to be an inclusive audience.
You were marketing in this email to people who want to lose weight. Next time don’t try to include people who are bigger by adding in how inclusive you are about body size as it gives off negative vibes, as well as it feels fake. Its 100% OK to market to people who want to lose weight. Its NOT ok to try to smush in a phrase about how size inclusive you are between messages to those who want to lose weight. And it definitely is not a good idea to do that in an email that has a COMPLETELY different topic.