Many customers expect companies to have an appealing social media presence: informative, light-hearted and accessible - with the right stance on social issues. Online mishaps can have devastating consequences for a firm’s image and future business.
Translation: After H&M Incident, Netizens Reflect on the Meaning of Patriotism
Posted by Josh Rudolph | Mar 31, 2021
The Swedish retailer was the first and primary focus of the online rage, but other major companies who had previously made statements about ceasing use of Xinjiang cotton including Nike, Adidas, Burberry, and Uniqlo were also targeted by online ire. Subsequently, several Chinese celebrities and companies announced plans to terminate contracts with the brands. In reaction to the global tide of companies pledging to do their part in mitigating ongoing atrocities in Xinjiang atrocities that the Chinese government continues to deny despite a growing body of evidence many Chinese brands and influential figures joined nationalistic netizens in an online “support Xinjiang cotton” movement.