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Hello, and welcome to this month’s Reputation Digest, your monthly download on all things reputation – the good and the (mostly) bad.
Diversity, Equity and Inclusion down the drain?
Companies across the US, from retailers Target and Walmart to tech giants Meta and Amazon, have announced that they are ending or scaling back Diversity, Equity and Inclusion (DEI) initiatives, a response to Trump’s presidency and his push to criminalise these programmes.
Fears intensified after newly sworn-in Attorney General, Pam Bondi, released a note directing the Department of Justice (DOJ) to penalise illegal DEI policies.
However, some companies have already faced significant criticism following this move. Target, in particular, is under more heat than others as it went further in its DEI efforts, and has a more progressive base of customers. Since 2020, the brand pledged to increase its Black workforce by 20 per cent throughout the company and committed to spending more than $2 billion with Black-owned businesses by the end of 2025. This inconsistency has made the brand seem at best inauthentic and at worst – deceptive.
Meanwhile, other organisations are refusing to back down when it comes to DEI, including Costco and Delta Airlines. Similarly, Apple’s board have urged stakeholders to keep DEI commitments. We’ve yet to see if there will be any consequences for these choices.
It’s clear that companies are caught between pursuing efforts to increase diversity and avoiding a potential Republican legal crackdown. Finding balance won’t be an easy task.
Argentine President Javier Milei caught in crypto scandal
Argentina’s President has come under fire for promoting the $Libra cryptocurrency on X, which has resulted in losses for an estimated 40,000 people.
On February 14, Javier Milei posted the following message on his account, which has 3.8 million followers: “Liberal Argentina grows! This private project will be dedicated to encourage the growth of Argentina’s economy, funding small Argentine companies and ventures. The world wants to invest in Argentina. $Libra.”
In just a few short minutes, the price of what commentators have labelled a ‘meme coin’ skyrocketed from fractions of a cent to a peak of $4.97 per unit. However, most of this value was lost within hours of Milei’s tweet after insiders removed $87 million in liquidity, leading to widespread financial losses for investors. The President is now facing over one hundred complaints that he artificially inflated the coin’s value at the country’s Supreme Court.
This case comes after the launch of Trump’s meme coin (which was quickly followed by the launch of First Lady Melania Trump’s meme coin) in January, which saw a short-lived peak of $15 billion dollars. Some speculate that these ‘pump and dump’ releases are linked – whether this is the case is yet to be proved.
Poppi’s Superbowl stunt
Poppi, a brand known for its alternative fizzy drinks, has faced backlash after sending several influencers enormous vending machines along with cases of the drink ahead of the brand’s Super Bowl commercial this year.
These videos garnered millions of views within a short period of time – but also ruffled some feathers. Commenters were quick to point out how out-of-touch the brand seemed, as well as noting the lack of inclusivity among the influencers selected. Some argued that the vending machines would have been better placed at community hubs, charities and homeless shelters.
Virality aside, Poppi’s campaign has been accompanied by a significant amount of bad press. The brand’s original fans, many of whom have been supporters of Poppi since the early days, felt overlooked in favour of high-tier creators with seemingly little to no genuine connection to the brand.
As brands grow, so do marketing budgets, and they may be tempted to shift focus toward celebrity partnerships and trending creators. But while these collaborations can deliver short-term visibility, they often lack the deep, authentic connection that smaller communities provide.
The reaction to Poppi’s campaign seems symptomatic of a larger shift in influencer culture from large creators with general audiences to ‘micro-influencers’ with a loyal following. The mishap also showcases the public’s growing disdain for flashy PR stunts, especially from brands who have painted themselves as being socially conscious.
Image: Fabio Bracht / Unsplash
