From Bottom Line to Identity: When Corporate Crisis Hit Cultural Nerves

11/06/2024

When a multinational company hits crisis mode, it may feel like rock bottom—but there’s always more beneath the surface.

How could a simple sweater featuring the phrase 'Coolest Monkey in the Jungle' damage the economy of a popular clothing brand opening on a widespread crisis by conjuring up racist topoi? Add a pinch of accusations supported by TheWeeknd, one of the most streamed artists on social platforms, and you get an identity crisis on your hands, and your company stripped of its hold by the merciless whirlwind of social networks. 

So, let’s tick the boxes: 

✅ Create a product that inadvertently offends a large demographic! 

     → That’s how you get your best recipe for public outrage!

✅ Face immediate backlash on social media, including powerful influencers, and stand with the corporate style.

     → Watch as your product is essentialized into the symbol of a cultural debate.

Crisis must be managed with cultural and social awareness, as the last thing you want is for them to escalate into a series of interconnected issues. For instance, Pepsi released an ad in 2017 featuring Kendall Jenner that attempted to depict the brand as a symbol of unity amid social justice movements cumulating billions of view only on third party user accounts (link to the Pepsi commercial https://www.youtube.com/watch?v=uwvAgDCOdU4). However, many viewers found the ad tone-deaf and offensive, as it seemed to trivialize serious social issues, especially the Black Lives Matter movement.

Thus, social media serves as modulators of those critical states: it can either ignore or exacerbate it. 

When M&MS published a new advertizing campaign aiming at “supporting women flipping the status quo” (link to the ad https://www.youtube.com/watch?v=L5k3rc3Sw8Q) and introducing “Purple”, an anthropomorphic candy “representing acceptance and inclusion”, the company wouldn’t have thought that Tucker Carlson, a controversial Fox News host, was about to monopolize the subject. A night show and a few polemical tweets were enough to make the company back down (link to an analytical video by NBC News https://www.youtube.com/watch?v=mVRuAHSQ2mc) .

The lesson here is clear: crisis planning isn’t a luxury—it’s a necessity in today’s media landscape. By running crisis simulations and preparing targeted responses, companies can anticipate backlash scenari, crafting strategies before real problems hit. Social media monitoring, too, has evolved beyond simple PR management; it’s a pulse check on cultural trends and sensitivities. Tracking online conversations lets brands detect potential flashpoints and address concerns before they escalate.

And when a crisis does occur, treat it as an opportunity to learn and adapt. Each misstep offers insights into audience expectations and cultural norms. Use these lessons to refine your brand’s messaging, fostering resilience and adaptability. A well-handled crisis can turn the tide, converting backlash into an opportunity to realign with consumer values and emerge with a stronger, culturally aware identity.

Paul HACQUIN