Offence…
Scary subject ehh Sarah.
I have been toying with the idea of penning my thoughts about offence in marketing. But didn’t want to offend anyone!
Every week there is some drama about a brand who hasn’t thought about their messaging and caused uproar on social.
Offence in marketing is a topic that has been increasingly discussed in recent years. Companies are constantly battling against offending their target audience, as they know that this can have a detrimental effect on their brand sentiment.
However, the question arises, does it matter if the person offended is not actually your target market?
The answer to this question is not a simple yes or no.
While it is true that companies need to focus on their target market and cater to their needs and interests, it is also important to remember that we live in a highly globalised and interconnected world. In today's age of social media, a marketing campaign that offends one group can quickly spread to a much wider audience, causing significant damage to a brand's reputation.
M&S recently became unstuck with their clothing Christmas ad, whist in 2017 Dove made should have been a beautiful concept, a social media shitstorm with their Before & After Ad.
Even sustainability messaging can have detrimental effects…
Over half (54%) of consumers say that they would stop buying from a company if they were found to have been misleading in their sustainability claims, new research from KPMG in the UK has found.
The opportunity for boycotting is huge. And can spread, fast.
Furthermore, the world is constantly evolving, and what may have been acceptable in the past may not be acceptable today. Companies need to stay up to date with the latest trends and societal norms to ensure that their marketing campaigns do not cross any boundaries.
It is also worth noting that offending a group of people can have a ripple effect on a brand's consumer base. Even if the person offended is not the target market, their friends, family, and acquaintances may be, and negative word of mouth can quickly spread.
A family member of mine is old school. They roll their eyes every time they see a tampon advert gracing their screens. But does that matter to Tampex? No.
How about their pre-teen granddaughter who sees this happen? And now, is embarrassed about tampons and won’t even think about using Tampex. This is a problem - not a big one for a global brand, but would be a problem for an SME.
In conclusion, while it may be tempting for companies to focus solely on their target market, it is important to remember that we live in a connected world, and offending one group can have far-reaching consequences. Companies must be mindful of societal norms and stay up to date with the latest trends to avoid crossing any boundaries.
After all, we are only human.
So what would you do if you offended someone with your marketing message?
Want to chat about Brand and Marketing? Email me at sarah@bemorefox.co or DM me on LinkedIn!