The New York Times reported on an inappropriate clothing release and ad by H&M in 2018. The article detailed how the company faced a massive backlash after releasing an ad featuring a black child wearing a hoodie with the text “Coolest Monkey in the Jungle” on it. Outrage and accusations of racism immediately followed from customers around the world, even though it was released only in “some European markets.”
H&M sprung into action by issuing the statement “We are deeply sorry that the picture was taken, and we also regret the actual print…therefore, we have not only removed the image from our channels but also the garment from our product offering globally,” and “it is obvious that our routines have not been followed properly…we will thoroughly investigate why this happened to prevent this type of mistake from happening again.” They took action by removing the item from their global retailers and also recognized that this was an internal issue that they would address.
Photo by Sei
This case is unique in that it reveals the necessity of a clear goal of cultural sensitivities throughout the different departments of a company: from concept to marketing. A lack of diversity in every team of the H&M organization, coupled with a lack of understanding of the brand’s messaging and values, likely both contributed to this mistake.
Because there was not great communication internally, H&M faced a global public relations hit. When entering global marketplaces companies should implement proper internal communication strategies and have a more strict vetting process for their products and marketing materials before they are released. This should include multiple levels of review—including legal and cultural sensitivity checks—to prevent any missteps that could harm the company’s brand image.
Overall, the H&M incident highlights the importance of cultural sensitivity, diversity, and thorough review processes in international marketing communication. Companies must recognize the power of their products and marketing campaigns. They also must deeply understand their global audience to avoid similar problems. A more diverse marketing team, along with effective internal communication and review processes, can help ensure that marketing campaigns are appropriate and respectful to all audiences.
2 replies on “How H&M’s Racially Insensitive Ad Caused a Global Backlash”
Hi Anna, I loved your analysis of the H&M ad controversy and its global impact. It’s unfortunate that a company as large as H&M could make such a racially insensitive mistake. It’s really concerning given the lack of diversity and representation in the fashion industry, where people of color are often underrepresented or marginalized. I think this incident shows how important it is for companies to have diverse and inclusive teams that can provide different perspectives and prevent these types of missteps.
Hey Anna! I was not aware of this controversy, and enjoyed reading your analysis of it. It is appalling that a company can be this obtuse in today’s and age! Diversity should be embraced by companies, especially in the fashion industry.