Why it feels like every brand is having a scandal right now
There's a wave of brand-marketing scandals blowing up online. Here's a theory about why it feels so frenetic.
The story of several brand scandals in recent months highlights how easily online content can become a full-blown crisis, rather than simply a minor mishap. Hyrox experienced a reputational emergency when an athlete soiled herself during a race and was allowed to continue, sparking complaints about hygiene. Good Good faced backlash over a controversial ad, Neutrogena was criticized for allegedly mistreating Hayden Panettiere, and Target apologized for stocking an offensive Halloween costume.
These incidents followed a similar pattern: a minor incident went viral on social media, causing the brand to respond.
These brand scandals are happening more frequently due to the internet's heightened sensitivity to brand missteps and the rapid spread of information online. Former GE CMO Linda Boff suggests that people are seeking an escape from their anxieties through such drama, which only takes a few seconds to participate in. The pressure on social media creators to constantly produce content further fuels the frenzy.
For companies, the stakes are high, with some losing their jobs when a crisis becomes too intense. However, it is crucial for marketers to quickly analyze the situation and avoid intervention if the story is losing momentum. In some cases, like American Eagle's Sydney Sweeney jeans ad, even a false backlash can lead to unexpected business growth. Ultimately, CMOs should rely on core marketing principles and avoid reacting solely to social media sentiment to maintain their brand's reputation.
Written by urgent.news from Business Insider's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
