Navigating the Hidden Depths of Communication: Why Intent Isn't Enough
Have you ever sent a message and been taken aback by the response? Communication is like an iceberg—the words we choose are just the tip, while a vast, unseen world of interpretations lies beneath the surface. To truly connect with the audience, it's essential to dive deep into these hidden depths.
Communication is like an iceberg
Introduction: The Iceberg Illusion in Communication
In 1912, the Titanic was deemed "unsinkable," yet it met a tragic fate because of an unseen mass of an iceberg lurking beneath the surface. This story serves as a powerful metaphor for modern communication: focusing solely on the visible aspects of a message while ignoring deeper interpretations can lead to unforeseen—and sometimes disastrous—outcomes.
Understanding that what's beneath the surface can make or break your message is crucial, especially in today's fast-paced, culturally diverse world. Let's explore how some well-known brands navigated these hidden depths—sometimes successfully, sometimes not—and what we can learn from their experiences.
Messages Taking on a Life of Their Own: Case Studies
Bath & Body Works: A Design Misstep
In October 2024, Bath & Body Works released a new candle named "Snowed In," featuring a label adorned with a stylized snowflake design. Intended to evoke the serenity and joy of the winter season, the design instead sparked controversy. Many consumers pointed out that the snowflake resembled the hoods worn by the Ku Klux Klan, a hate group with a long history of racism and violence in the United States.
Bath Body Works Controversy
Social media platforms quickly lit up with criticism and disbelief. Some users mockingly referred to the product as the "Klandle" or the "Klan Krismas Kandle." The unintended imagery struck a nerve, highlighting how symbols can carry significant and varied meanings across different cultural contexts.
Recognizing the severity of the situation, Bath & Body Works promptly drew up a crisis management plan, issued a public apology, and removed the product from their stores and website. In their statement, they acknowledged the oversight:
"We are deeply sorry for the offense caused by one of our candle designs. Our intention was to create a festive product, and we missed the mark. We are reviewing our design processes to prevent this from happening in the future."
This incident underscores the importance of thorough vetting, a diverse team, and cultural sensitivity in product design. It serves as a stark reminder that intent does not negate impact, and even well-meaning messages can be misconstrued if not carefully considered from multiple perspectives.
Victoria’s Secret vs. Savage X Fenty: Redefining Beauty Standards
For decades, Victoria’s Secret reigned supreme in the lingerie industry, known for its glamorous runway shows featuring the "Angels"—supermodels epitomizing a singular standard of beauty. However, over time, the brand faced growing criticism for promoting unrealistic and exclusionary ideals. Consumers increasingly demanded representation that reflected diverse body types, ethnicities, and genders.
Photo Credit: Victoria’s Secret
Between the mid-2010s and early 2020s, Victoria's Secret experienced a significant decline in sales and market share. The lack of diversity and inclusivity alienated many customers seeking empowerment and authenticity.
Enter Savage X Fenty, founded by global superstar Rihanna in 2018. Embracing inclusivity from the outset, Savage X Fenty showcased models of all shapes, sizes, and backgrounds. Their runway shows weren't just fashion events but a cultural phenomena celebrating diversity in its fullest sense.
Photo Credit: Savage X Fenty
Rihanna articulated her vision clearly:
"I want to make stuff that I can see on the people that I know, and they come in all different shapes, sizes, races, and cultures."
Savage X Fenty's approach resonated deeply with consumers, filling a void that Victoria's Secret had long overlooked. The success of Savage X Fenty highlighted the shifting landscape of consumer values and the demand for brands to align with principles of inclusivity and representation.
In response, Victoria’s Secret undertook significant efforts to rebrand. In 2023, they announced the "Victoria's Secret World Tour," a reimagined event aiming to celebrate diversity and creativity. The show featured a global cast of models and shifted from a traditional runway to a documentary-style format, showcasing the journeys of designers and artists from different cultures.
While some long-time fans missed the extravagance of past shows, many applauded the brand's attempts to modernize and become more inclusive. The company's willingness to adapt demonstrates the critical importance of aligning with evolving societal values to stay relevant.
Navigating the Depths: Strategies for PR and Marketing Agencies
So, how can PR and marketing professionals ensure their messages resonate as intended? Here are key strategies to navigate the hidden depths of communication:
Empathy Mapping
Step into your audience's shoes. Understand their cultural backgrounds, experiences, and potential sensitivities. Conduct thorough research and genuinely consider how messages might be received. Remember the three Ds:
Do your due diligence.
Don't be dismissive.
Don't take unnecessary risks.
2. Build Diverse Teams
Assemble teams with varied perspectives. Diversity in age, gender, ethnicity, and background can help identify potential pitfalls that a homogeneous team might overlook. A diverse team is more likely to catch unintended interpretations and cultural sensitivities that could impact how a message is received.
3. Conduct Cultural Sensitivity Reviews
Before launching a campaign or product, evaluate content for cultural and historical contexts that could influence interpretation. Consulting external experts or focus groups can provide valuable insights and help preempt potential issues.
4. Implement Feedback Mechanisms
Utilize surveys, beta testing, and focus groups to gather feedback on messaging before a full-scale release. Early detection of potential issues allows for timely adjustments. An ounce of prevention is worth a pound of cure.
5. Continuous Learning and Adaptation
Stay informed about social issues, trends, and events that could impact how messages are perceived. Regular training and development keep teams aware and responsive. In the digital age, what's acceptable today might not be tomorrow.
The Critical Role of Diversity
Diversity isn't a buzzword—it's a cornerstone of effective communication. A diverse team brings a wealth of perspectives that can foresee and mitigate misunderstandings. By fostering an inclusive environment, organizations can create messaging that resonates authentically with a broader audience.
As the saying goes, "You can't see what you don't see." Inclusion of diverse voices helps illuminate blind spots, ensuring that messages are not only well-intentioned but also well-received.
Conclusion: Embracing the Full Spectrum of Communication
The Titanic's tragic fate teaches us that what lies beneath the surface can be more critical than what's immediately visible. In communication, failing to consider the hidden depths of audience perception can lead to unintended consequences.
By embracing diversity, practicing empathy, and committing to continuous learning, organizations can navigate these complexities. It's not merely about avoiding missteps—it's about building genuine connections with your audience.
In today's interconnected world, the ability to listen, adapt, and engage with the full spectrum of human experiences isn't just advantageous; it's essential. As we craft our messages, let's remember to look beneath the surface. After all, that's where true understanding begins.