5 Times Brands Got Caught in Scandals—and How They Survived

Brands often face scandals that can damage their reputation and affect their bottom line. However, some companies manage to recover and emerge stronger despite these challenges. This article highlights five instances where brands faced major scandals and explores how they navigated their way through the crisis.

1. Volkswagen’s Emissions Scandal

Volkswagen was embroiled in a major scandal when it was revealed that the company had used software to cheat on emissions tests. The fallout from the scandal included legal battles, financial losses, and a damaged reputation. To recover, Volkswagen implemented a comprehensive plan to address the environmental issues, improved transparency, and invested heavily in electric vehicles to rebuild trust and demonstrate commitment to sustainability.

2. Pepsi’s Kendall Jenner Ad Controversy

Pepsi faced backlash over a controversial advertisement featuring Kendall Jenner, which was criticized for trivializing social justice movements. The company quickly pulled the ad and issued a public apology. To mend its image, Pepsi launched a new campaign focused on social issues, engaged in meaningful community outreach, and demonstrated a commitment to addressing the concerns raised by the public.

3. United Airlines’ Passenger Removal Incident

United Airlines faced a major scandal when a passenger was forcibly removed from an overbooked flight, leading to widespread outrage. In response, United Airlines apologized publicly, revised its policies on overbooking, and implemented changes to improve customer service and avoid similar incidents in the future. The company also engaged in public relations efforts to rebuild its reputation and restore customer trust.

4. Abercrombie & Fitch’s Discrimination Lawsuit

Abercrombie & Fitch was sued for discrimination based on its hiring practices and store appearance policies. The company faced significant criticism and legal challenges. To address the issue, Abercrombie & Fitch made changes to its hiring policies, improved diversity training, and worked on rebranding efforts to present a more inclusive and socially responsible image.

5. H&M’s “Coolest Monkey” Controversy

H&M faced backlash over a clothing ad that featured a child wearing a sweatshirt with the phrase “coolest monkey in the jungle,” which many perceived as racially insensitive. H&M responded by apologizing, pulling the product, and implementing measures to improve its advertising and design processes. The company also committed to enhancing its diversity and inclusion efforts to prevent future controversies.

Conclusion

While scandals can significantly impact a brand’s reputation, effective crisis management and transparent communication can help companies recover and rebuild trust. By addressing the issues head-on, making necessary changes, and demonstrating a commitment to improvement, brands can navigate through scandals and emerge stronger. The key to surviving a scandal lies in learning from the experience and taking proactive steps to prevent similar issues in the future.