One of the biggest mistakes that brands can make, either on social media or in advertising campaigns, is appearing to be ignorant of serious issues that affect their customers’ lives. Even with the best intentions in mind, any marketing pro can accidentally stumble outside of the boundaries of good taste. In a time when consumers are more connected and socially aware than ever, it’s important to follow these tips for avoiding tone-deaf marketing.
Understand Context Before Slinging Trendy Slang Terms
Usually, cute animals are a marketing no-brainer. So when the California-based Monterey Bay Aquarium posted a photo of a chubby otter, it could have been a marketing hit… if not for the use of phrases like “thicc” and “Oh lawd she coming.” While the aquarium’s social media manager thought those were harmless “internetisms,” followers soon pointed out that those terms originated in African American Vernacular English and could be interpreted as comparing an overweight otter to a black woman’s body.
To Monterey Bay Aquarium’s credit, the account listened to feedback and offered a sincere apology. Let that be another lesson for other brands: If you wander into tone-deaf territory, acknowledge your mistake and accept responsibility.
Don’t Make Light of Tragedies
It feels like this one should go without saying, yet in 2010, Spirit Airlines showed why it still needs to be said. At the time, the Deepwater Horizon explosion was making headlines as the worst oil spill in history, with 11 workers dead and oil washing up on shores from Florida to Louisiana. The tourism industry was one of many affected, but Spirit’s solution – a series of ads with women posing on beaches with suntan lotion and the tagline “check out the oil on our beaches” – was most certainly not the way to go.
Unlike Monterey Bay Aquarium, Spirit Airlines doubled down with a classic non-apology . “It is unfortunate that some have misunderstood our intention with today’s beach promotion,” the airline said in a statement. In reality, people understood exploiting a tragedy to advertise travel destinations perfectly well. “It’s hard to tell if Spirit is merely tone-deaf or just stupid.”
When in Doubt, Just Listen
With so many companies making tone-deaf gaffes, it might seem easier to avoid addressing anything even remotely controversial, especially in such a contentious political climate. In fact, the opposite is true: consumers increasingly want to know where their favorite brands stand on the issues affecting their own lives. Sometimes, that means taking a step back from the marketing machine to listen to your audience.
That’s exactly what Nike did in 2019 when its Betsy Ross-themed kicks met with criticism. At first glance, the sneaker design appeared to be an honest attempt at patriotism to capitalize on the 4th of July holiday. However, activists like former NFL star Colin Kaepernick pointed out that the Betsy Ross flag had long been used as a symbol of extreme right-wing nationalism. Not only did Nike drop the Betsy Ross shoe, it later made Kaepernick — a controversial figure due to his kneeling during the national anthem in protest of police brutality — a spokesperson in a moving ad that became an undeniable marketing success.
Good intentions won’t save your reputation if your marketing campaign falls into tone-deaf territory. Learn from the mistakes of companies that came before and make sure you’ve examined the context of your ads and social media posts from all angles. By being more aware and sensitive to current events, you’ll avoid these gaffes and forge genuine connections with your audience.