3 Lessons From Some Of The Biggest Marketing Mishaps Of 2025

"NEW YORK, NEW YORK - AUGUST 01: Billboards of actress Sydney Sweeney is seen outside of an American Eagle store on August 01, 2025 in New York City. American Eagle's recent denim ad campaign featuring Sweeney has drawn backlash for language and imagery that critics say echoes eugenics-era rhetoric, following a tagline referencing "great genes" alongside visuals of Sweeney in blue jeans. (Photo by Michael M. Santiago/Getty Images)"

"A number of brands have been in the news this year for missing the mark with consumers. All of them faced public backlash after specific decisions or actions angered consumers, including long-time loyal customers. As a business leader, it is helpful to learn not only from what works, but also what doesn't. Spotting patterns across these missteps helps uncover the root causes of consumer discontent - and makes it easier to avoid repeating the same mistakes with your own brand."

"Several brands - including many which did not make the headlines, made decisions this year based upon external pressures, rather that what their consumers wanted and needed from them. Retailer Target, for example, made the decision to roll back its diversity, equity, and inclusion policies in response to political pressure. Consumers did not like the decision. They knew the decision didn't have anything to do with their needs, wants, or desires, or even their best interests. As a result, many of them boycotted Target."

Several major brands experienced intense consumer backlash in 2025 after decisions perceived as misaligned with customer values and needs. American Eagle's denim campaign attracted criticism for language and imagery linking a tagline referencing "great genes" to eugenics-era rhetoric. Target's rollback of diversity, equity, and inclusion policies, driven by political pressure, provoked boycotts and long-term customer loss. Disney faced subscription and travel cancellations after content-related enforcement decisions. Patterns show consumers penalize brands for actions driven by external pressures rather than customer priorities. Businesses should prioritize customer expectations, avoid reactionary policy changes, and analyze missteps to prevent recurrence.

Read at Forbes