The High Cost of Low Empathy
This Week:
Why Empathy is Not Just Good, But Good for Business
Newsjacking the Price of Eggs: The Ordinary’s Strategy
The One Thing
Before We Go…
1. What Brands Can Learn from the Happiest Baby Controversy
Content warning: Infant loss, pet loss
A single social media post can make or break a brand, and how companies handle customer interactions matters more than ever —especially in moments of grief.
Happiest Baby, maker of the popular SNOO Smart Sleeper, learned that lesson the hard way last month and is facing backlash and boycotts over its response to a grieving mother. The controversy unearths an important lesson for businesses and organizations: leading with empathy isn’t just the right thing to do—it’s a powerful brand strategy that builds loyalty and protects against PR disasters
2. Short Takes: The Ordinary’s Un-Ordinary Marketing
The Ordinary is a skincare company that prides itself on its simplicity: no frills, no celebrity brand deals, no big campaigns – just plain, simple ingredients backed by science, and a business operated in a way that keeps prices reasonable.
So, it may seem strange that The Ordinary-branded cartons of eggs started popping up in two New York City locations, selling for $3.97 in a city where eggs currently are selling for over $5 a dozen.
The message? No frills = lower costs. The Ordinary was selling, well, ordinary eggs. Quite a stunt, cleverly newsjacking a conversation where eggs have been the star of every article about rising costs.
Though – their message wasn’t completely clear to some. Many called out the misalignment of this vegan, cruelty-free brand selling a non-vegan product in the name of impressions.
What do you think? Was this a hit or miss for The Ordinary? Let us know.
3. The One Thing
Each week, we’ll share one task that takes about five minutes to complete and can make an impact on your communications strategy.
This week’s task is inspired by our top story this week.
Your Task This Week: Follow some brands who are doing customer service exceptionally well on social media.
Take note of what they’re doing and how it can be applied to your own brand or organization. Mention has pulled together a list of five brands that they admire if you’re looking for some inspiration.
4. Before We Go…
From PR Girl Manifesto: What Senator Cory Booker’s 25-hour Senate speech teaches PR Pros.
From Business of Fashion: H&M announced it would begin using AI-generated models in its advertising, sparking questions on the ethics of AI use in fashion advertising.
From Pew Research: Five facts about Americans and YouTube.
Send this to the friend lamenting the cost of eggs these days (so, everyone in your network).