Responding to the consumer: When and how firms should react to criticism

Smart corporations don't just launch new products, they even tweak entrenched ones when need arises

Shubhomoy Sikdar
Last Updated at July 16, 2020 06:07 IST

At what point should corporations take the call to respond to criticism and what does it take to react quickly?

When Hindustan Unilever decided to drop the word “Fair” from the well-entrenched Fair & Lovely, it explained its decision using the terms “inclusive” and “diverse”. That it was facing sustained criticism for promoting “fairness” as a virtue was known, but whether the Black Lives Matter movement provided a strong final nudge to take such a drastic step remained unaddressed in its communication.

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