First the pandemic crushed companies' advertising. Now they risk coming off tone-deaf supporting nationwide protests.
A protestor holding a Black Lives Matter / Dump Trump sign stands in front of a Florida State Troopers line on a highway during a rally in response to the death of George Floyd in Miami, Florida on May 31, 2020.This story is available exclusively on Business Insider Prime.Marketers whose messages were unwelcome when the coronavirus struck are now grappling with how to message as protests sweep the country over George Floyd's death.
The risks for backlash are high, though, because the situation is volatile and companies are facing criticism for not living up to their public statements.When the pandemic hit in March, many companies stopped advertising completely to avoid looking tone deaf during a crisis, or like Toyota and Facebook, changed their messages.to avoid ads that go against health and safety recommendations — like showing people at concerts, hugging, or kissing.
that while price and quality were highly valued in making buying decisions, the same percent said companies have a responsibility to act on issues related to their purpose.But in an age of transparency, such efforts can ring tone deaf or hypocritical to critics if the companies are seen as exploiting a tragedy and not having their own house in order.
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