If stakeholders think there’s a racism crisis, it’s already happened
Crisis comms expert Tony Jaques analyses the reactions of some of the world’s biggest retailers after they were accused of racism.
When an organisation is accused of racism – even if it was inadvertent – the risk to reputation is fierce, and the rational options are few.
Some recent cases highlight that such accusations generally offer the target company zero upside, and the only realistic strategy is damage limitation. The question is: how best can that be achieved?
Swedish fashion brand H&M found itself in hot water after having a black child model a hooded top with the slogan “Coolest monkey in the jungle.” The ensuing outcry was predictable and protesters in South Africa even ransacked H&M stores. Although the offending image was withdrawn, it took the company three separate attempts at an apology before managing to avoid the qualifications and excuses which so often undermine sincerity.
