Recent events demonstrate the critical importance for brands to promptly and effectively address public controversies instead of opting for silence, which can exacerbate the situation. This shift away from traditional public relations tactics, which often involved attempting to conceal scandals, is necessitated by the pervasive influence of social media.
Brands Under Fire: Recent Cases
This week, retail giant Target found itself in hot water after facing accusations regarding one of its children’s Halloween costumes, which was criticised for allegedly depicting blackface. In a swift attempt to mitigate the backlash, Target moved quickly to manage the situation. Meanwhile, Neutrogena is under scrutiny related to its past relationship with the late Hayden Panettiere. The brand faces criticism for their decision to end their partnership with Panettiere in 2015 after she revealed her struggle with postpartum depression, an issue that has reignited following her recent passing. Despite offering an apology, the brand continues to receive criticism.
The Podcast Analysis
In this week’s episode of the Modern Retail Podcast, senior reporter Gabi Barkho and crisis PR expert Sam Gauchier delve into the complexities of modern brand management amidst controversy. They explore whether “cancelling” a brand remains a feasible outcome in today’s environment, the amplified pressure brands face to tackle consumer criticism directly, and examine if sustained boycotts pose long-term risks to businesses.
Reporting based on coverage first published by modernretail.co.