Hallmark’s rapid reversal on a same-sex marriage ad shows how social media is raising the stakes for marketers.
Todd Sears, founder and CEO of Out Leadership, said that brands are realizing they have to adapt their strategies as acceptance of same-sex marriage has become mainstream. “So many Americans, the majority, consider themselves allies to LGBT people,” he said. Whereas brands 10 or even five years ago might have specifically targeted only those consumers, today they need to be cognizant of the much larger market of people who view themselves LGBT supporters, he said.
“Its apology was very heartfelt and there was an earnestness, a sincerity in the apology,” Calkins said.Sunday, “We are truly sorry for the hurt and disappointment this has caused,” and said the executives who made the decision to initially pull the ad had been “agonizing over this decision as we’ve seen the hurt it has unintentionally caused.”
Consumers today expect marketing campaigns to be inclusive and socially aware, Calkins said. When brands fail on that front, they face criticism in nearly real time.citing the Peloton commercial that elicited charges of sexism on social mediaCalkins also pointed out that one brand’s stumble can be another’s opportunity. In the wake of the Zola commercial controversy, other media platforms responded with messages of their own promoting inclusivity.
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