When Good Intentions Go Wrong in Social Justice Efforts

These lessons from recent high-profile social justice missteps by corporate and government leaders show us how to avoid common pitfalls and become better advocates for social justice.
July 29, 2024
When Good Intentions Go Wrong in Social Justice Efforts

We’ve all been there—trying to do the right thing and somehow missing the mark.

It’s frustrating, humbling and, at times, embarrassing. But these experiences also offer invaluable lessons.

In the world of social justice, even the best intentions can lead to unexpected backlash.

Let’s take a look at some recent high-profile examples where leaders and organizations stumbled, and explore what went wrong, how they attempted to make amends, and what lessons we can all learn to become better advocates for social justice.

The Tractor Supply DEI Backlash

Tractor Supply, a company known for its rural and agricultural supplies, recently faced significant backlash after deciding to end its DEI programs.

This decision was met with immediate criticism from employees, customers and social justice advocates.

The outcry was loud and clear: diversity, equity and inclusion programs are not just about preserving your corporate image. They are essential for fostering inclusive and equitable workplaces, and they keep organizations accountable to their customers, who are often more diverse than some may want to acknowledge.

“It’s mind-boggling to me that a company would cave to basically a hate campaign,” Squirrelwood Equine Sanctuary co-founder Beth Hyman told Fast Company in an interview. “Now they just have another boycott on their hands. We didn’t call for that, but obviously people are.”

Lesson Learned: Listen and Learn

The key takeaway here is the importance of listening to your community and understanding the real impact of your decisions. DEI programs are more than just a checkbox; they represent a commitment to creating a fair and inclusive environment. When backlash occurs, it’s crucial to listen, learn and act swiftly to address the concerns.

The Sticker Mule Trump Endorsement Fiasco

In another recent example, Sticker Mule, a popular company known for its custom stickers and promotional products, found itself in hot water after an executive posted a tweet endorsing former President Trump following a controversial rally.

The tweet was met with immediate backlash, including calls for boycotts and widespread criticism on social media.

Lesson Learned: Align Actions with Values

This situation highlights the need for alignment between personal actions and company values. Leaders and executives must understand the weight their words carry and the potential impact on their company’s reputation. Clear guidelines and a strong internal culture that emphasizes the company’s values can prevent such incidents.

Other Notable Examples

Starbucks’ Racial Bias Training

Remember when Starbucks closed 8,000 stores for a day to conduct racial bias training after an incident involving the wrongful arrest of two Black men in one of their stores? This was a bold and costly move, but it sent a strong message about the company’s commitment to addressing racial bias. Starbucks’ approach showed that sometimes, drastic measures are necessary to demonstrate a commitment to change.

Burger King’s Mental Health Awareness Campaign

Burger King launched a campaign called “Real Meals” in an attempt to raise awareness about mental health. They created meal boxes with names like “Pissed Meal,” “Blue Meal,” and “DGAF Meal” to highlight that “No one is happy all the time.” While the intention was to destigmatize mental health struggles, the campaign came off as a marketing gimmick rather than a genuine effort to support mental health awareness.

Critics argued that the campaign lacked substance and didn’t provide any real support or resources for mental health issues. Burger King’s attempt to address a serious topic was seen as insensitive and opportunistic, showing that good intentions need to be backed by meaningful action.

Gillette’s “The Best Men Can Be” Ad

Gillette’s ad addressing toxic masculinity and encouraging men to be better was praised by many but also faced significant backlash. The ad, which featured scenes of men stepping in to prevent bullying and harassment, aimed to challenge harmful stereotypes and promote positive behavior.

However, some viewers felt the ad was preachy and insulting to men, sparking a heated debate on social media. Gillette stood by the message of the ad, stating that they believed in the importance of promoting positive change.

This example shows that taking a stand on social issues can be polarizing, but staying true to your values is key.

AFL-CIO’s Misfire on Police Reform

The AFL-CIO, a major federation of unions, faced backlash when it issued a statement on police reform following the George Floyd protests. The statement aimed to show solidarity with the Black Lives Matter movement and called for reforms within the police unions. However, many felt that the statement didn’t go far enough and was too vague, failing to acknowledge the systemic issues within police unions themselves.

Critics argued that the AFL-CIO needed to take a stronger stand and be more specific about the changes required.

The lesson here is that while broad support is good, specificity and a clear plan of action are crucial when addressing systemic issues.

New York Gov. Kathy Hochul’s Vaccine Mandate Message

Governor Kathy Hochul of New York faced criticism for a well-intentioned statement about vaccine mandates. She framed the mandates as a moral responsibility to protect others, invoking religious language and urging people to be “apostles” for the vaccine. While her intention was to emphasize the importance of vaccination, the religious undertones alienated some groups and individuals who felt it was inappropriate.

The backlash prompted Hochul to clarify her message, emphasizing the public health aspect rather than the moral or religious angle.

The takeaway is that language matters, and it’s essential to be mindful of diverse audiences when crafting messages.

Learning from These Missteps

These examples underscore the challenges that even well-intentioned statements can pose, especially in the nuanced and often contentious realm of social justice. The key lessons from these incidents can help other leaders navigate this complex landscape more effectively.

Key Takeaways:

  • Understand the issues: Before making a statement or launching a campaign, ensure you have a deep understanding of the issue at hand.
  • Be authentic: Authenticity resonates more than flashy statements. Align your actions with your company’s values.
  • Be specific and actionable: Broad statements can fall flat. Clearly outline the specific actions and changes you support.
  • Consider all perspectives: Understand and acknowledge the diverse viewpoints within social justice issues.
  • Use inclusive language: Be mindful of language and ensure it resonates with a wide audience without alienating any groups.
  • Balance awareness and sensitivity: Highlighting important issues is necessary, but it should be done sensitively and respectfully.
  • Be prepared for backlash: Not everyone will agree with your stance. Be ready to stand by your values and address concerns constructively.

Navigating social justice issues is a delicate balance, and, as we’ve seen, even the most well-intentioned actions can sometimes go awry.

However, by acknowledging mistakes, listening to affected communities, and committing to long-term change, businesses and organizations can turn these missteps into opportunities for growth and improvement.

Which begs the question: How can your organization refine its approach to make a more significant and sensitive impact in the social justice arena?

Social Media Toolkit

Fuel Your Social Impact Movement With Justice-Motivated Templates

Get the toolkit that offers a blueprint for building engaged communities and inspiring action—even if you don't have a full marketing and communications department.

No Thanks