Why I’m Stepping Away from BRĒZ: A Conscious Consumer’s Perspective
As someone who has dedicated my platform to thoughtful consumption and creating a better future for ourselves and our children, the recent sponsorship by BRĒZ of the Jake Paul vs. Mike Tyson fight afterparty has left me deeply disappointed. This isn’t just about one bad decision—it’s about the broader implications of who we choose to support and the industries we’re helping to build.
Aligning with Problematic Figures
Jake Paul’s reputation is marred by allegations of sexual misconduct, reckless behavior, and even looting during the George Floyd protests. Mike Tyson, while a legendary boxer, has a history that includes a 1992 rape conviction and multiple allegations of violence against women.
When BRĒZ, a brand that markets itself as innovative and wellness-focused, aligns with figures like these, it sends a troubling message. Women are BRĒZ’s target demographic—they feature women in their ads, partner with women influencers, and market their products as better-for-you alternatives. So where was that care when deciding to sponsor an event tied to figures whose actions and histories contradict the values of respect and empowerment?
Alcohol’s Decline, Cannabis Beverages’ Rise
The alcohol industry is hemorrhaging revenue as consumers increasingly turn to alternative options like hemp-based beverages. BRĒZ and brands like it are at the forefront of this movement, with exceptional growth driven by women who are leading the charge in cannabis consumption.
Women are not only the fastest-growing demographic of cannabis consumers but also hold significant economic influence, controlling 70-80% of household purchasing decisions. We have the power to drive what this next big industry looks like. But here’s the question:
Do we want the next “big category”—think Big Alcohol, Big Tobacco, or Big Food—to be controlled by the same kind of men who support figures like Jake Paul? How do you see that playing out for you or your children?
The Bigger Picture
This isn’t just about BRĒZ. It’s about the broader implications of what we’re supporting with our dollars. By sponsoring this event, BRĒZ chose to align itself with figures who embody controversy and disregard for women’s safety and empowerment.
We’ve seen this playbook before. The alcohol industry has a long history of targeting women and youth through exploitative marketing strategies. They create products and ads that reinforce harmful stereotypes, glamorize drinking, and overlook the very real dangers alcohol poses to our health and safety.
Now, with the rise of hemp-based beverages, we have a chance to do things differently. To create a category that prioritizes accountability, respect, and values that align with the consumers driving its growth.
Real Stories: Why This Matters
This isn’t just theoretical for me. On my podcast, I’ve shared deeply personal and heartbreaking experiences of how alcohol has been intertwined with sexual assault and trauma. These are not isolated incidents—they’re part of a larger culture that we have the power to change.
Was There Not ONE Woman in the Room?
I can’t help but ask: Was there not one woman in the room when BRĒZ made this decision? Not one person to say, “Hey, we’re targeting women with our products, working with women influencers—maybe aligning with Jake Paul and Mike Tyson isn’t the best look for us?”
Or worse, was there a woman who spoke up and wasn’t heard?
Do Better, Spend Better
As women, parents, and socially conscious consumers, we have the power to shape the future of this industry. By spending intentionally, we can demand more from the brands we support. We can demand that they align their actions with their messaging, that they care about the values of the people buying their products.
Need help identifying which brands genuinely support women and prioritize our values? I’m working on it. Together, we can make a difference—not just for ourselves, but for the next generation.
It’s time to do better, spend better, and build the next powerhouse industry on a foundation of respect, accountability, and empowerment. Who’s with me?
Now that I realize we need clarity around brands and founders that support women, I'm working on creating a directory of ones that do in this emerging space. Sign up here to be notified as soon as it's live!