Sometimes business try too freakin’ hard to appear like they give a damn. And more often than not, those attempts majorly backfire. We’re not talking about companies that are doing the work—donating profits to worthy causes, improving conditions for marginalized workers, challenging the very idea of the capitalistic society that enabled them. Instead, we’re talking about food and beverage brands that think slapping a rainbow on their logo for 30 days in June or scheduling a tweet about Black History Month is enough to gain them accolades from an adoring public.
In the year 2022, we’re past performative gestures and we’re all about action items. Supporting the cause and continuing to build a proven track record is worth more than all the multi-million-dollar ad campaigns, eye-catching hashtags, and viral video trends put together.
If you’re still confused, take a look at these marketing campaigns gone wrong as a blueprint for what food and beverage brands should absolutely not do.