Sydney Sweeney and tradwives are different sides of the same coin
PR strategists say stoking and capitalizing on outrage is part of their marketing playbook.
Sydney Sweeney and tradwife influencers may appear to be employing similar public relations tactics, according to PR strategists. Both groups post content showcasing stereotypical depictions of women, but quickly deny any intention behind it when faced with criticism. The strategy is referred to as "outrage then deny." Sweeney and tradwives both capitalize on stereotypes to gain attention, whether it be through Sweeney's provocative ads or tradwives' content portraying an idyllic household.
PR expert Lawrence Rosenberg explains that this tactic allows them to maintain their brand and keep the conversation going, providing plausible deniability. Sweeney's recent ad for Novig, in which she posed naked, sparked outrage, and she subsequently defended the campaign as focusing solely on sports. Similarly, tradwives like Neeleman and Smith have distanced themselves from the "tradwife" label despite their content promoting a traditional lifestyle.
Despite the controversy, both Sweeney and tradwives have seen success, with Sweeney's Instagram post garnering significant attention and Smith publishing a cookbook.
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