The High Cost of Low Empathy: 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.
What Happened?
Dancer and social media influencer Brooklyn Larsen had struck an arrangement with Happiest Baby where she would receive the SNOO Smart Sleeper bassinet (a $1,700 product) in exchange for content creation tagging the brand.
Tragically, Larsen lost her son, Rocky, to stillbirth in November 2024 shortly before his due date.
According to an Instagram story from Larsen’s sister, Kenna Bangerter, Happiest Baby then reached out to Larsen, asking her six times to return the bassinet as she would no longer be able to create the agreed-on content.
Awful, right? The social internet agreed, and the Happiest Baby’s channels were flooded with angry comments. Mothers-to-be removed the bassinet from their registries, and others called for additional boycotts. Major influencers such as Allison Kuch (a new mom herself) also expressed their disdain for the action.
What could have been an opportunity to show genuine care turned into a brand crisis, with calls for boycotts and a flood of negative comments. The company’s first official statement was posted as a now-deleted pinned comment on an Instagram post:
It’s one of those moments where the court of public opinion rules, and the court has vehemently ruled against Happiest Baby. Was Bangerter lying with her statement? Did Happiest Baby have good intentions that were just (very) poorly communicated? We probably will never know the full story, but one thing is clear: Happiest Baby certainly bungled the communications response to the crisis.
A spokesperson for the company has since commented:
"We cannot express more emphatically our deepest sympathy for what she and her family have been through following the loss of her son…What was intended to be an effort to provide assistance clearly was a mistake that added to Brooklyn’s grief, for which we are truly sorry. We have taken internal steps to make sure it never happens again. What Brooklyn faced was a tragedy beyond comprehension, and we are heartbroken for her loss.”
Chewy’s Excellence in Customer Care
While Happiest Baby’s misstep is a cautionary tale, some brands consistently get customer care right. One standout example is Chewy, the online pet retailer known for its human-centered approach.
When a pet owner cancels a pet food subscription due to the loss of their pet, Chewy doesn’t just process the cancellation. Instead, they refund the customer, suggest donating any leftover food to a local shelter, and often send a handwritten condolence card or flowers. These small but meaningful gestures turn a painful transaction into an experience of kindness.
The result? A flood of grateful social media posts praising Chewy’s compassion. The brand enjoys immense goodwill, with people sharing their stories in viral threads. Customers who experience this care don’t just return—they become brand evangelists, generating free PR that no marketing campaign can replicate. The comments on just one video prove it:
Empathy is a Business Strategy
Happiest Baby’s situation—and Chewy’s success—illustrate a crucial truth: responding with empathy is not just about doing the right thing. It has tangible business benefits, while failing to do so carries significant risks.
Public Backlash Costs More Than a Loss on a Brand Deal
Happiest Baby now faces a growing PR crisis. Their social media feeds are flooded with negative comments, not just about their own actions but also comparing them to Chewy. The backlash is damaging their reputation, and the cost of restoring trust will far exceed the cost of simply offering refunds or responding with care in the first place. Meanwhile, top TikTok parenting influencers are discouraging followers from purchasing Happiest Baby products, which could impact sales.
Empathy Creates Free, Positive PR
Contrast this with Chewy, whose acts of kindness generate massive goodwill. Instead of spending millions on advertising, they benefit from countless organic social media posts praising their customer service. A small investment in thoughtful customer care pays dividends in positive brand perception and customer loyalty.
Happiest Baby had an opportunity to demonstrate care and build trust. Instead, their response alienated customers and created a PR crisis. Meanwhile, Chewy continues to win hearts with simple but powerful acts of empathy.
The lesson for brands is clear: responding with compassion isn’t just the ethical choice—it’s the smart business move. Customer experiences are shared instantly online, and the brands that show they truly care will be the ones that thrive.