Bad buzz, boycott calls, tarnished e-reputation…The boundaries between the economic and societal spheres are more porous than ever; no company or individual can claim immunity from controversy and outrage. How can you deflect the blows, minimize the damage, and prevent future crises?
Based on
The Age of Outrage, How to Lead in a Polarized World, by Karthik Ramanna, HBR Press, 2024
1. Pick apart the indignation Understand the drivers of anger
When facing a barrage of criticism from your stakeholders, resist the urge to react immediately. Step back and analyze what is truly happening. Indignation is rarely caused by a single factor; it is often the result of multiple emotions and perceptions intertwining and amplifying each other. Understanding its mechanics is essential to respond effectively to the expressed anger. Three key ingredients are often at play.
The first ingredient: fear of the future. Predominant in times of economic, environmental, or health crises, the stress triggered by uncertainty fuels resentment and heightens public reactions toward companies perceived as contributing to the prevailing sense of insecurity.
The second ingredient: feeling cheated. The feeling of being unfairly treated is a powerful driver of anger. No one likes to feel wronged. Consider the growing protests against police brutality and systemic racism in the U.S. and Europe, or the name-and-shame campaigns targeting companies accused of discriminatory hiring practices.
The third ingredient: rejection of otherness. As old as humanity itself, this distrust of what is different—be it foreigners, elites, the poor, the left, the right—is simply not going away. On the contrary, it is intensifying, fueled by social media, these powerful polarization engines.
Of course, these three factors can intertwine, creating a perfect storm of outrage that is both formidable and volatile. Must you quell it immediately? Absolutely, but such crises are complex, and impulsive reactions can further fan the flames.
Before taking action, start by understanding the source of the indignation to better grasp the underlying expectations, fears, and frustrations. Try to identify the forces amplifying the anger: the influence of social media, the role of key individuals or influential entities (such as associations), potential support—overt or covert—from competitors, or even government intervention. Analyzing this will help you anticipate the extent of the crisis and prepare accordingly.
After completing her studies in civilizations and working 10 years in corporate communications, Dominique now divides her time between popularizing science, institutional communications, literary reviews, and Business Digest.
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