If conscious commerce buckles at scale, then perhaps it isn’t a revolution so much as a mutation: the same legacy structures speaking the language of conscience just enough to survive scrutiny without rewriting their code. These are virtue proxies: wanky gestures that look the part and call it a day. We all participate. We all sigh.
There are glorious exceptions. But with the tools we now have to see clearly, critique openly, and mobilise at scale, we’ve become disproportionately good at one thing: destruction. The internet has made us effective destroyers of narratives, brands, even governments. Construction? Um.
Too often, we tear things down and leave rubble instead of a plan. We revel in negation and mistake it for change. Calling BS is righteous. Collapse is a ✨ thrill. ✨ And then?
The elephant in the room: why is so much power still concentrated in greying hands? They say this generational shift will be “great for people and the planet.” We say: give us the damn keys. Experience counts. Obviously. But we’ve got to stop managing stuff. We need to fix stuff. If you won’t do that, teach us the ropes and “move, bitch, get out the way!”
Mensch is not a rejection of capitalism. It works. Mensch is not a repudiation of protest. It matters. But neither markets nor megaphones fix stuff on their own. Structural reform means getting dirt under our fingernails. Systems only change when someone takes responsibility for rebuilding them. A mensch does.
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Mensch is a brand studio.
We build brands for startups that fix stuff.
We back young leaders building new systems —
and challenging old power that serves the select few.
This manifesto guides how we act and what we build.
MENSCH
/𝘮ɛ𝘯(𝘵)ʃ/
A person of 𝖎𝖓𝖙𝖊𝖌𝖗𝖎𝖙𝖞 & 𝖍𝖔𝖓𝖔𝖚𝖗.
A way to 𝖇𝖊.
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