Bad Brand Social Responses to Sandy Hook Tragedy

The country is still in shock and mourning over last week’s Sandy Hook Elementary School shooting. Some companies and brands opted to send their condolences; others chose the sensible route of just staying quiet.

You would think by now that brands would understand how social media works and that brand would understand a certain necessary level of human decency and respect in the wake of disasters and tragedies. But no. Apparently these are things that some brands still need to work on.

Here are some examples embarrassing, distasteful and completely inappropriate brand responses to the Sandy Hook massacre.

Mutual of Omaha: Probably not the best time to be reminding people about purchasing life insurance for their families.  (Image via @ianfitzpatrick)

Kmart: Hopefully this was a dumb copy and paste error and a lack of proof reading. Either way it’s bad and another reason why brands should just keep quiet and let people mourn in peace. 

(Image via @blagica)

NRA: It’s one thing to be respectfully quiet and it’s another to shut down your social media presence in order to hide. The usually vocal NRA has gone cowardly silent on social media in the wake of the Sandy Hook shooting. It has taken down its Facebook page and the last tweet on it’s Twitter account on Dec. 14 was about its holiday giveaway. 

(Image via @nra)

More in Marketing

Why Ducati is confident in Web3, despite the cold of crypto winter

Ducati has legitimate reasons to investigate Web3 tech as a marketing tool. Building a community of Ducati enthusiasts, or “Ducatisti,” has been a core element of the brand’s marketing for decades.

Research Briefing: Brands seem unsure about TikTok’s marketing potential, but TikTok Shop pitch may cause them to spend

In this edition of the weekly Digiday+ Research Briefing, we share focal points from Digiday’s recently released reports on agency and brand confidence in TikTok, and on how publishers are making Instagram work for them.

Illustration of man playing games on a computer.

Inside Fandom’s mission to boost brand awareness among Gen Z gamers — with a little help from Instagram

While this is the first gaming related livestream Fandom has done with Instagram, it’s part of a bigger push to celebrate and embrace the vast gaming community among the Gen Z demographic thriving on Instagram’s platform.