A wave of major layoffs, rising costs for consumers and businesses, and mounting anxiety over global stock markets in the wake of escalating trade wars—2025 has opened with a sharp increase in global economic uncertainty. In April, the International Monetary Fund (IMF) downgraded growth forecasts for most countries, citing unprecedented Trump tariffs and “extremely high levels” of policy uncertainty. Meanwhile, the labour market offers little relief, as job seekers grapple with changing immigration policies, widespread hiring freezes, and sluggish recruitment across sectors.
These trends signal a broader economic slowdown, further deepening the financial strain already felt by many. Economic hardship is affecting millions globally—and it is likely to remain a central theme in media coverage, which continues to spotlight the challenges faced by individuals and businesses navigating this turbulent landscape. It is a deeply sensitive topic and, as elected representatives or business leaders, you may be approached for your perspective on these issues. The way you speak about these matters—or how you position your brand or product— can leave a lasting impression on your reputation and shape how the public perceives your organisation.
Let’s rewind to 2024, when breakfast cereal manufacture Kellogg suffered a reputational blow after its CEO, Gary Pilnick, was widely criticised for suggesting that cash-strapped consumers consider eating cereal for dinner to save money. His comments, made during a live TV interview promoting the company’s Cereal for Dinner campaign, came in response to a question about the rising cost of groceries.
While the campaign was intended to frame Kellogg cereal as a convenient and fun alternative beyond breakfast, many interpreted his remarks as “tone-deaf,” “insensitive,” and completely “out of touch” with the reality of families grappling with inflation and rising grocery costs. The backlash was swift and intense. “Let them eat flakes” dominated headlines—a pointed reference to the infamous ‘let them eat cake’ phrase frequently attributed to Marie Antoinette—and the story quickly went viral across social media. The hashtag #BoycottKellogg trended on TikTok, with many users questioning the practicality of the suggestion, and especially considering cereal prices had already risen by more than 28% since January 2020.
Although Kellogg later issued a clarification, stating that the campaign was never intended as financial advice but rather as a playful repositioning of their product, the damage had already been done. The delay in responding only further eroded public trust.
This incident serves as a critical reminder for leaders: “choose your words with care”. Messaging, especially when discussing sensitive subjects, must be approached with empathy, awareness, and sensitivity. These moments can either strengthen your reputation or seriously harm it. If you demonstrate a sincere understanding of your audience’s challenges and communicate with compassion, you can build trust, credibility, and a more resilient brand image. Fail to do so, and you risk alienating your stakeholders—and losing their confidence entirely.
Effective communication goes beyond simply delivering a message—it’s about showing that you care, that you understand, and that you’re listening. Leaders and brands that approach these moments with humility, empathy, and clarity are the ones that earn lasting respect. It is not enough to merely promote your brand, market a product, or defend a policy; the true test lies in connecting with people on a human level. Because when your audience feels heard and supported, they remember—not just what you said, but how you made them feel.
