The H&M Racist Social Media Crisis Uproar

If you were on Twitter in 2018, you might remember the countless of people in disbelief and rage against the clothing retailer H&M. The clothing store released a hoodie for kids and the printing on the hoodie was labeled "Coolest Monkey in the Jungle." It featured a very young African American boy posing in the hoodie and everyone immediately went into an uproar. Who approved this? Who thought this was ok? Who are these young boys parents to think this was ok? 

DO THEY KNOW THE FIGHT AFRICAN AMERICANS HAVE WITH THIS RACIAL SLUR?

Now this might have not been the intent to racially discriminate this young boy but someone should have known that this is not a good look. Especially, the equality African Americans have fought for stuff like this. It honestly feels like a slap in the face if you ask me.

 The use of racial slurs like "monkey" to dehumanize and denigrate Black people has a deeply rooted and troubling history intertwined with the legacy of slavery, colonialism, and scientific racism. During the era of transatlantic slavery, European colonizers and enslavers propagated racist ideologies to justify the enslavement and oppression of Africans. Africans were often depicted as subhuman or primitive beings to justify their mistreatment and exploitation. Racist stereotypes portrayed Africans as closer to animals than to humans, reinforcing the dehumanization of Black individuals. Additionally, in the 19th and early 20th centuries, pseudo-scientific theories of race emerged, falsely asserting the inferiority of non-white races, particularly Black people. These theories were used to justify racist policies and practices, including segregation, discrimination, and violence against Black communities. The term "monkey" has been used as a racial slur against Black people to perpetuate these racist ideologies and reinforce stereotypes of Black individuals as less evolved or civilized than white people. This dehumanizing language has been used to justify systemic racism and violence against Black communities throughout history. Despite efforts to combat racism and promote equality, racial slurs and derogatory language continue to be used to marginalize and oppress Black people. Understanding the historical context and legacy of these racial slurs is crucial in addressing systemic racism and working towards a more inclusive and equitable society.

The hoodie was featured in an online advertisement, which many people found offensive and racially insensitive due to the historical association of the term "monkey" with racist stereotypes against black people. The crisis unfolded as the image circulated on social media, leading to calls for boycotts of H&M and criticism of the brand's marketing practices. Many people, including celebrities and public figures, condemned the advertisement for perpetuating harmful stereotypes and failing to recognize the cultural sensitivity required when depicting marginalized communities. H&M initially issued a response apologizing for any offense caused and stating that they had removed the image from their website and halted production of the hoodie. However, the controversy continued to have a significant impact on the brand's reputation, with some questioning the adequacy of the apology and calling for further action to address the underlying issues of diversity and inclusion within the company. The incident served as a stark reminder of the importance of cultural sensitivity and diversity in advertising and marketing, as well as the potential consequences of overlooking or disregarding the perspectives and experiences of marginalized communities.

In the aftermath of the "coolest monkey in the jungle" communication crisis, there were several steps H&M could have taken to address the situation more effectively:

1. Prompt and sincere apology: H&M did issue an apology, but it could have been more immediate and heartfelt. Acknowledging the offense caused and expressing genuine regret for the oversight is crucial in demonstrating accountability.
2. Remove the product immediately: H&M did remove the image from their website and halted production of the hoodie, but they could have taken this action sooner to mitigate further backlash.
3. Direct engagement with affected communities: H&M could have reached out directly to communities affected by the ad, particularly the Black community, to listen to their concerns and perspectives. Engaging in meaningful dialogue demonstrates a commitment to understanding and addressing the impact of their actions.
4. Diversity and sensitivity training: Implementing comprehensive diversity and sensitivity training for all employees involved in marketing and advertising can help prevent similar incidents in the future. This training should emphasize the importance of cultural sensitivity and awareness in all aspects of the business.
5. Review and revise marketing practices: Conducting a thorough review of marketing and advertising practices to identify and address potential biases or blind spots is essential. This includes ensuring diverse representation in advertising campaigns and consulting with cultural experts to avoid inadvertently perpetuating harmful stereotypes.
6. Investment in diversity and inclusion initiatives: Demonstrating a commitment to diversity and inclusion through concrete actions, such as increasing representation in leadership positions, supporting minority-owned businesses, and partnering with organizations working towards racial justice, can help rebuild trust with consumers.

By taking proactive steps to address the communication crisis and prevent similar incidents in the future, H&M could have demonstrated genuine accountability and commitment to diversity and inclusion.

To prevent another racial communication crisis like the "coolest monkey in the jungle" incident, H&M can take several proactive measures:

1. Diversify decision-making teams: Ensure that decision-making teams involved in marketing, advertising, and product development reflect the diversity of the communities they serve. This includes hiring more people from diverse backgrounds, including racial and ethnic minorities, and ensuring their voices are heard in the decision-making process.
2. Implement cultural sensitivity training: Provide comprehensive training on cultural sensitivity and diversity awareness for all employees, especially those involved in marketing and advertising. This training should cover topics such as understanding cultural nuances, recognizing implicit biases, and avoiding offensive stereotypes.
3. Establish clear guidelines and protocols: Develop clear guidelines and protocols for reviewing and approving marketing materials to ensure they are culturally sensitive and inclusive. This may include conducting thorough reviews by diverse teams, consulting with cultural experts, and seeking feedback from representative groups before launching campaigns.
4. Prioritize diversity in advertising: Ensure that advertising campaigns feature diverse representation and portray marginalized communities in a positive and respectful manner. This includes casting a diverse range of models and showcasing a variety of cultural perspectives and experiences.
5. Listen to feedback and respond promptly: Actively listen to feedback from consumers and community stakeholders, especially when concerns are raised about potentially offensive or insensitive content. Take feedback seriously and respond promptly with transparency and accountability.
6. Invest in community engagement: Build meaningful relationships with diverse communities by engaging in dialogue, supporting relevant causes and initiatives, and demonstrating a commitment to social responsibility and inclusivity.
7. Hold leadership accountable: Hold leadership accountable for promoting diversity and inclusion within the organization and fostering a culture where employees feel empowered to raise concerns about diversity and equity issues.

By taking these proactive steps, H&M can help prevent future racial communication crises and demonstrate a genuine commitment to diversity, inclusion, and social responsibility.