Neutrality has always seduced brands. It promises safety: no enemies, no controversies, no risk of alienating an audience. In boardrooms, neutrality is often spoken of as the professional choice — a way to appear objective, balanced, rational.

Yet neutrality itself is not neutral. It is an active decision, and like every decision it communicates. To declare nothing, in the midst of noise, is to declare allegiance to silence. And silence is rarely empty.

Neutrality has always seduced brands. It promises safety: no enemies, no controversies, no risk of alienating an audience. In boardrooms, neutrality is often spoken of as the professional choice — a way to appear objective, balanced, rational. Yet neutrality itself is not neutral. It is an active decision, and like every decision it communicates. To declare nothing, in the midst of noise, is to declare allegiance to silence. And silence is rarely empty.

Neutrality has always seduced brands. It promises safety: no enemies, no controversies, no risk of alienating an audience. In boardrooms, neutrality is often spoken of as the professional choice — a way to appear objective, balanced, rational. Yet neutrality itself is not neutral. It is an active decision, and like every decision it communicates. To declare nothing, in the midst of noise, is to declare allegiance to silence. And silence is rarely empty.