In today’s world where information flows seamlessly across borders, understanding local and cultural nuances is crucial when communicating with diverse communities. This becomes even more critical during global events involving natural or man-made disasters, political instability, armed conflicts, or public health emergencies, which dominate public discourse and stir the collective conscience of society. Mishandling communication in such moments can result in severe reputational damage, loss of trust, and significant financial repercussions.
Zara’s controversial campaign ad in 2023 sparked intense backlash after one of its images inadvertently mirrored scenes from the Israel-Hamas war. The ad featured a model holding a mannequin wrapped in white cloth, which many viewers found reminiscent of distressing photographs of Palestinians carrying their deceased loved ones, wrapped in similar cloth. This prompted calls for a boycott of the brand.
Although Zara removed the ad and explained that the campaign, created prior to the 7 October Hamas attack on Israel, was intended to showcase “craftmade garments in an artistic context”, the damage was done. The #BoycottZara movement quickly gained traction, with the hashtag racking up 19.8 million views on TikTok alone. The brand faced declining sales and protests outside stores in some regions, as it was widely criticised for being tone-deaf, insensitive, and disrespectful to the suffering in Gaza.
The Zara controversy offers valuable lessons for companies striving to balance culturally sensitive messaging with a global voice. It highlights how external events can dramatically shift the perception of your message—Zara’s campaign, initially intended as a creative initiative, ultimately became a full-blown reputational crisis.
Cultural sensitivity is not optional—it’s essential. Companies that seem indifferent to cultural or political sensitivities risk undermining trust and loyalty. Here are five ways to ensure your crisis communication strategies remain culturally sensitive:
1. Adopt a consultative and diverse approach: A crisis in one region can carry profound cultural, emotional, or historical weight. To avoid alienating communities, it is vital to consider the broader socio-political context. Collaborating with local experts or partners further enhances this approach, ensuring messaging is both inclusive and impactful. At Navigate Response, we collaborate with our global network of partners in more than 31 countries to develop inclusive, impactful strategies grounded in a deep understanding of cultural and regional complexities, ensuring our messaging resonates authentically.
2. Understand the cultural pulse: Before crafting your communications, leverage social listening tools to gauge public sentiment and to identify emerging concerns or criticisms. Pay close attention to cultural nuances and sensitivities, as these can vary significantly across different regions and communities. Monitoring sentiment in real-time enables you to adjust the tone and approach, ensuring that your messaging aligns not only with audience emotions but also with their cultural expectations and values.
3. Lead with empathy and cultural awareness: Empathy is the cornerstone of culturally sensitive crisis communication. Demonstrating genuine care for affected communities requires understanding how different cultures perceive and respond to crises. Tailor your messaging to reflect these cultural nuances, ensuring it resonates emotionally without coming across as performative.
4. Stay agile and adaptable: In a global crisis, cultural perceptions can shift rapidly, and your communication strategies must be agile enough to adapt. This flexibility ensures that you can pivot your approach as new information emerges, keeping your messaging sensitive to cultural changes while maintaining relevance and trust across diverse audiences.
By staying attuned to global events, local contexts, and cultural dynamics, companies can safeguard their reputation and foster a positive public perception, while navigating the complexities of an ever-evolving global landscape.
