Advertisers were having a terrible year, and it just got worse - Business Insider

Protesters demonstrate against the the death of George Floyd, a black man who was in police custody in Minneapolis, Friday, May 29, 2020, in New York.Protests are sweeping the nation as rage over police brutality boils over. The coronavirus pandemic has left more than 100,000 US dead. Millions are anxious, depressed, and out of work.

For marketers, it's also a terrible time. Why advertise when people aren't receptive to your message, or worse, might resent it?, companies are in a Catch-22. People expect them to stand for something besides the products they sell, and live up to it. But the protests are more emotionally charged than other social issues companies have attached themselves to, and many consumer companies owe their success to the black community, raising expectations on them to support that same community now.

So when companies support protesters and denounce racism while permitting racist messages to spread or mistreat workers , those companies risk a special kind of backlash., people are divided by things like race and generation and the kinds of responses they want to see from companies, making it tricky for companies to fashion a response.

Like it or not, corporations have assumed the role government and other institutions used to play, which may be why we care so much what companies do and say and why the stakes for them are so high. AsFirst the pandemic crushed companies' advertising. Now they risk sounding tone-deaf for supporting growing protests.Companies might avoid criticism for speaking out if they make sure their own house is in order first, experts say.

Those that don't pivot and move with the times will be truly affected. Those that do will prosper.

A thin silver lining

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