Heinz and Bath & Body Works found themselves in hot water this week over insensitive messages in their recent advertising campaigns. Heinz was criticized for two separate ads, one depicting a racially stereotypical minstrel image in North America and another perpetuating the stereotype of absent Black fathers in a UK campaign. Bath & Body Works faced backlash for a winter candle label resembling Klu Klux Klan members in covered hoods.
In response to the public outcry, both companies pulled the offending ads and product packaging, expressing their commitment to listening and learning from customer feedback. These incidents highlight the ongoing issue of cultural insensitivity in marketing, which can be costly for businesses, as seen in the recent Bud Light controversy that significantly impacted the company’s market value. The common narrative in these scenarios is that more diversity in the decision-making process could prevent such missteps.
However, simply hiring a diversity officer addresses only part of the problem.
cultural insensitivity in marketing campaigns
The bigger issue is power: the power to speak up, be heard, and change the course of a campaign or product that’s already in motion.
Chief diversity officers (CDOs) must have the authority to pause operations when necessary, as reputation, which revolves around trust, track record, and brand presentation, is crucial. Responsibility for reputation typically falls under the MarComm team (Marketing, Advertising, and Communication), and it’s vital to have someone culturally competent in this team for every major company. However, today’s CDOs, often hired to enhance cultural competency, are primarily focused on inclusive headcount practices and don’t typically have a seat at the MarComm table.
This misalignment is a significant missed opportunity, as the practice of diversity should move away from simply meeting hiring targets and towards advising on cultural competency. The failure to integrate DEI into MarComm strategies is a major oversight that can and should be corrected. By doing so, companies can better manage reputational risks and reflect a more culturally competent image in their public-facing efforts.
It’s time for DEI to align with marketing to prevent future cultural blunders and create a more inclusive and respectful advertising landscape.
