Dive Brief:
- Social media users are raising concerns over a new Victoria’s Secret ad campaign that features its models wearing lingerie in public as it if were regular clothing, according to Business Insider.
- Commenters on social media are pushing back against the advertising for being "ridiculous," "not appropriate," and suggesting "this must be a man's idea in your leadership team."
- Business Insider had not yet heard back from Victoria's Secret over the backlash against the campaign.
Dive Insight:
Victoria's Secret latest ad campaign is causing a small uproar on social media, where commenters are pushing back against the idea of a woman wearing lingerie out in public. The backlash comes at a time when the advertising industry is plagued by concerns over sexism, including a recent incident in which the (now former) Chairman of Saatchi & Saatchi dismissed the debate over gender discrimination in the advertising world as being "over" in an interview with Business Insider.
The Victoria's Secret story underscores the power that customers now have over brands and marketing efforts — and the growing importance of making sure that any advertising doesn't come off as sexist. Gap is another brand that recently received significant backlash on social media for an ad campaign many called sexist.
Marketers should pay attention to these shifting customer preferences — and make sure to address their concerns when they come up. The customer may not always be right, but the public nature of social media does not afford brands much leeway with being non-responsive to customer concerns. Marketing has very much become a conversation, and Victoria’s Secret is only the latest brand to find this out in such a public fashion.