when they defended a social media backlash
Thanks Laurel Papworth for this insightful blog & article in the Australian which inspired this blog.
Myer received a thrashing on social media in early May over the CEO’s negative comments regarding the introduction of the NDIS (National Disability Insurance Scheme) to better fund services for those in the community with disabilities. Bernie Brooks believed that it would impact discretionary spending, which would be bad for Myer’s business / profits. The reason the backlash was so strong was that it struck a nerve – it pitted commercial imperatives (profits, market share, discretionary spend) with a general feeling in the community that yes, we can do this to support others in the community who are doing it tough. It made Myer seem terribly out of touch, lacking in empathy and generosity. From a brand point of view, this was incredibly poor brand and media management.