Harvard Case - Gillette and the #MeToo Movement
"Gillette and the #MeToo Movement" Harvard business case study is written by W. Glenn Rowe, Abbas Khambati. It deals with the challenges in the field of General Management. The case study is 15 page(s) long and it was first published on : Jul 2, 2020
At Fern Fort University, we recommend that Gillette implement a comprehensive strategy to address the #MeToo movement and its impact on the brand. This strategy should focus on a multi-pronged approach encompassing organizational change, brand communication, and social responsibility initiatives. Gillette should leverage its existing strengths in product innovation and marketing to regain consumer trust and solidify its position as a leader in promoting positive masculinity.
2. Background
The case study focuses on Gillette's response to the #MeToo movement, which sparked widespread societal discussions about gender equality and toxic masculinity. Gillette's controversial 'The Best Men Can Be' advertisement, aimed at promoting positive masculinity, received mixed reactions, with some praising its message while others criticized its tone and perceived attack on men. This situation highlighted the challenges faced by brands in navigating sensitive social issues and the potential for backlash.
The main protagonists are:
- Gillette: A global leader in men's grooming products, facing a crisis of brand image and consumer trust.
- The #MeToo Movement: A social movement exposing sexual harassment and assault, prompting widespread societal reflection on gender roles and behaviors.
- Consumers: Divided in their opinions on Gillette's ad, with some supporting the message and others feeling targeted and offended.
3. Analysis of the Case Study
This case study can be analyzed through the lens of Corporate Social Responsibility (CSR), Brand Management, and Crisis Management.
CSR: Gillette's 'The Best Men Can Be' campaign aimed to align the brand with a social cause, demonstrating their commitment to promoting positive masculinity and gender equality. However, the execution failed to resonate with a significant portion of the target audience, highlighting the importance of careful consideration and stakeholder engagement when addressing sensitive social issues.
Brand Management: The campaign's backlash significantly impacted Gillette's brand image, leading to a decline in sales and negative public perception. This emphasizes the importance of brand consistency and authenticity in communicating with consumers. Gillette needs to ensure that its actions align with its stated values and resonate with its target audience.
Crisis Management: Gillette faced a significant crisis with the backlash against its ad. The company's response was reactive and lacked a clear strategy to address the concerns of its stakeholders. This highlights the need for proactive crisis management plans, including clear communication strategies and engagement with diverse perspectives.
4. Recommendations
Gillette should implement the following recommendations to address the #MeToo movement and its impact on the brand:
1. Organizational Change:
- Diversity and Inclusion: Implement a comprehensive diversity and inclusion strategy across all levels of the organization, focusing on hiring, promotion, and leadership development.
- Employee Training: Conduct mandatory training programs for all employees on gender equality, harassment prevention, and respectful workplace conduct.
- Internal Communication: Foster open communication channels within the organization to address concerns and promote a culture of respect and inclusivity.
2. Brand Communication:
- Authenticity and Transparency: Communicate Gillette's commitment to positive masculinity and gender equality through authentic and transparent messaging.
- Targeted Communication: Develop targeted communication strategies for different segments of the consumer base, addressing their specific concerns and perspectives.
- Focus on Action: Move beyond aspirational messaging and showcase concrete actions Gillette is taking to promote gender equality within its operations and through partnerships.
3. Social Responsibility Initiatives:
- Partner with Organizations: Collaborate with organizations dedicated to promoting gender equality and empowering women and girls.
- Support Programs: Sponsor programs that address issues related to gender-based violence, education, and economic empowerment.
- Product Innovation: Develop products and services that promote gender equality and inclusivity, such as gender-neutral packaging and products designed for diverse needs.
5. Basis of Recommendations
These recommendations consider:
- Core competencies and consistency with mission: Gillette's core competency lies in product innovation and marketing. The recommendations leverage these strengths to address the #MeToo movement and align with the company's mission of providing high-quality grooming products for men.
- External customers and internal clients: The recommendations address concerns raised by both external customers and internal employees, fostering a more inclusive and respectful environment.
- Competitors: The recommendations position Gillette as a leader in promoting positive masculinity and gender equality, differentiating the brand from competitors.
- Attractiveness ' quantitative measures: While quantifying the impact of these recommendations on sales and brand perception is challenging, the long-term benefits of building trust and positive brand associations are significant.
6. Conclusion
By implementing these recommendations, Gillette can navigate the complexities of the #MeToo movement and emerge as a brand that champions positive masculinity and gender equality. This will require a commitment to organizational change, authentic communication, and meaningful social responsibility initiatives.
7. Discussion
Alternative approaches include:
- Ignoring the #MeToo movement: This approach carries significant risks, as it could alienate consumers and damage the brand's reputation.
- Issuing a generic apology: This approach lacks authenticity and may not address the specific concerns of stakeholders.
- Focusing solely on marketing campaigns: This approach may be perceived as superficial and could backfire if the company's actions do not align with its messaging.
Key assumptions include:
- Consumers are willing to engage with brands that demonstrate a genuine commitment to social responsibility.
- Gillette's efforts to promote positive masculinity will be perceived as authentic and impactful.
- The company can successfully implement the recommended changes within its organization and operations.
8. Next Steps
Gillette should:
- Develop a detailed implementation plan: This plan should outline specific actions, timelines, and responsible parties for each recommendation.
- Establish metrics for success: Track key performance indicators (KPIs) to measure the effectiveness of the strategy, including brand perception, employee engagement, and social impact.
- Continuously monitor and adapt: Regularly review and adjust the strategy based on feedback from stakeholders and changing societal dynamics.
By taking these steps, Gillette can navigate the #MeToo movement and emerge as a brand that stands for positive change and inclusivity.
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Case Description
On January 13, 2019, the Gillette Company aired the advertisement "We Believe: The Best Men Can Be." After the airing, both the company and its chief executive officer were subjected to backlash. The advertisement, launched amid the Gillette brand's declining market share, addressed the #MeToo movement, sexism in the boardroom, and bullying, and asked viewers, "Is this the best a man can get?" Although the advertisement was intended to challenge men to end toxic masculinity and abuse, it became both the most liked and the most disliked advertisement in YouTube's history. Six months after the airing, The Procter & Gamble Company, reported a US$8.3 million writedown in its Shave Care business, represented by the Gillette brand, leading some observers to wonder whether the polarizing reactions to the advertisement had led to the writedown. What was The Gillette Company's fiduciary responsibility in the era of the #MeTooMovement? Should its chief executive officer and visionary of the controversial advertisement be fired? Should he be promoted for confronting such a serious societal issue? Or should no change be made in the corporate structure?
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