Why it feels like every brand is having a scandal right now
This article analyzes why brand scandals appear to be increasing, attributing the trend to social media's role in amplifying consumer outrage. It suggests that participating in online criticism provides users with a sense of catharsis and moral superiority.
Why it matters
Explains the intersection of digital psychology, social media algorithms, and corporate reputation management.
Neutrogena faced a backlash over a resurfaced podcast interview in which former longtime ambassador Hayden Panettiere said she was mistreated by the company. Panettiere died in August. Jason Merritt/FilmMagic A version of this post appears in the CMO Insider newsletter. Sign up for Business Insider's weekly marketing newsletter . It was the summer of brand scandals — but not because marketers are suddenly more accident-prone. The reason: the internet has become highly attuned to brand missteps and apt to turn them into full-blown crises. This weekend, Hyrox was plunged into a reputational emergency after an athlete soiled herself during a race and was allowed to continue, sparking a wave of online complaints about hygiene. In the last few weeks, we've seen Good Good's bad ad scandal, Neutrogena taking heat over its alleged treatment of Hayden Panettiere , and Target apologizing for stocking an offensive Halloween costume .
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