From "Girls Gone Wild" to Modern Marketing: Lessons on Ethical Business Models
A bare-chested reflection on how one business model made the world go wild
Late at night in my youth, I struggled with insomnia. Watching “Showtime at The Apollo” or Adult Swim or whatever was on, this was before streaming and endless choice, you got what was offered.
One of the mainstays of late-night adbreaks was “Girls Gone Wild” (GGW) - a DVD compilation of what was marketed as girls-next-door doing things at their most wildest, usually in a public space, typically around Spring Break.
It was the first time where I looked at what was being promoted or advertised in popular culture and I said, “we’re doing THIS now?”
Recently I watched a documentary on GGW and the founder, Joe Francis, and the amount of rapacious, wanton, unethical, and criminal activities that happened behind the scenes, and in front of all the people working for Francis, wasn’t what was revolting to me (though it very much is/was/will always be) - it was a revelation that the “Girls Gone Wild” business model is now the default business model in modern times.
What was framed then as a gauche, gonzo, silly jaunt into juvenile delinquency, is actually the framework unethical businesses and individuals worldwide are pursuing.
Lemme break it down….
The Anatomy of the "GGW" Model
The success and downfall of "GGW" were driven by a particular formula:
Exploitation: Leveraging human vulnerabilities (in GGW’s case, young women and consumer voyeurism) with little regard for long-term impact.
Blitzkrieg Marketing: Saturating the market with cheap, flashy advertising to drive rapid growth.
Bare Minimum Compliance: Operating in legal gray areas or cutting corners to maximize profits.
Collapse: Inevitably, legal issues, public backlash, or operational instability led to its demise.
This model’s legacy is a reminder of how short-sighted tactics, while profitable in the short term, ultimately harm brands, consumers, and society.
What was really shocking is how much adulation the entertainment industry showed Francis. He was on red carpets, stars like Brad Pitt were wearing GGW merch, and Francis had blown past all of the criminal allegations and destroyed lives, and arrived as the belle of the business-world ball.
People knew it was exploitative, knew that it was marketed one way and created another, knew that this was a “wrong thing” - but the money….well, that has a translational capability to change language and concepts and make them more palatable, profitable, and paradoxically both puerile AND pernicious.
Modern Echoes of the "GGW Model"
Several industries and businesses today mirror elements of this approach, albeit in more sophisticated ways.
1. Social Media Platforms
Issues: Exploitation of user data, addictive algorithms, misinformation.
Impact: Public scrutiny over privacy violations and mental health effects.
Examples: Meta, TikTok, Instagram.
2. Fast Fashion
Issues: Labor exploitation, environmental destruction, greenwashing.
Impact: Increasing consumer demand for accountability and ethical sourcing.
Examples: Shein, Boohoo.
3. Cryptocurrency and NFT Startups
Issues: Fraud, speculative bubbles, lack of regulation.
Impact: Collapses like FTX have led to industry-wide skepticism.
Examples: FTX, Bitconnect.
4. Influencer-Driven Scams
Issues: False advertising, low-quality products, parasocial exploitation.
Impact: Damaged trust in influencer marketing.
Examples: Fyre Festival, MLM schemes.
5. Gig Economy Giants
Issues: Labor exploitation, worker misclassification.
Impact: Legal battles and growing calls for regulatory reform.
Examples: Uber, DoorDash.
Similar to the marketing of GGW, I think the modern economic ethos is, “you won’t believe what we get these businesses to do!” - “you won’t believe what we get people on social to post” - “you won’t believe what we get marketers to tell their clients” - “you won’t believe what we get people to do with their data/finances/pension funds” - “you won’t believe” - “you won’t believe” - “you won’t believe”
Meanwhile, our culture can’t believe the switches we’ve made in short time - institutions are crumbling, fascism is on the rise, laws don’t seem to catch up with criminals or they catch up too late; we are all in a permanent state of disbelief.
Well, I believe there is a better way…..
Why This Matters to Marketers
Marketers sit at the intersection of strategy, ethics, and execution. While rapid growth and profitability are tempting, the costs of adopting exploitative practices—legal issues, public backlash, destruction of personal lives, loss of trust—can devastate a brand, and leave harmful radiation in the public pool.
We have heard for the past TWENTY YEARS that we are in the Wild, Wild, West of marketing. The GGW model for success was established almost TWENTY YEARS AGO…coincidence?
The edge lords and grifters and speculators all want everything to remain WILD. And while they collect wild profits and evade laws/regulations, even based on business models that don’t generate revenue, the culture degrades, the algorithms reign, the strategies get shorter, and the vision gets more locked in a tunnel.
Key Risks:
Erosion of Trust: Exploitative or unethical practices destroy consumer confidence, often irreparably.
Reputational Damage: One scandal can overshadow years of effort, as seen with Fyre Festival or Facebook’s privacy issues.
Legal Exposure: Non-compliance with regulations can result in fines or shutdowns.
Marketers have the power to either perpetuate or disrupt these harmful patterns. Choosing the latter starts with accountability. We have to want to put our common sense shirts back on, because right now, a lot of us are shirtless in front of the cameras. Because, money.
Action Steps for Marketers to Avoid the Pitfalls
See the “Gone Wild” aspects around you
Notice the ways in which modern businesses/platforms/ecosystems exploit users
Speak up and point this shit out
Adopt a Long-Term Perspective
Move away from profit-at-all-costs thinking. Prioritize sustainability, transparency, and brand trust.
Measure success not just by short-term ROI but by long-term customer loyalty and social impact.
Build Ethical Frameworks
Establish clear, enforceable guidelines for marketing practices that prioritize integrity.
Evaluate campaigns for unintended consequences—both societal and environmental.
Champion Consumer Empowerment
Avoid manipulative tactics. Respect consumer agency by being honest and transparent.
Leverage education and value-driven messaging over fear or urgency tactics.
Engage in Continuous Accountability
Perform regular audits to ensure compliance with laws, ethical standards, and brand values.
Be prepared to adapt when consumer values shift or when new regulations emerge.
Listen when concerns are raised by those being impacted most.
Advocate for Industry Reform
Push for ethical standards within industries prone to exploitative practices.
Partner with organizations or initiatives that promote accountability, such as sustainability certifications or diversity programs.
Marketers as Stewards of Accountability
The downfall of "Girls Gone Wild" is not just a historical footnote—it’s a powerful lesson in the dangers of exploitative, short-sighted business practices. Today’s marketers have the tools and influence to de-wild the industry and avoid these pitfalls, setting the stage for ethical growth and sustainable success.
By prioritizing accountability and embracing long-term, value-driven strategies, marketers can ensure their brands thrive—not just today, but for years to come. Let’s collectively reject the “GGW model” and champion a better way forward.
And, please, put your shirt down.