What CEO of Whole Foods, John Mackey did without first consulting the board has angered thousands of consumers and caused boycotters to crowd its markets, asking visitors not to patronize the company.
It has gone to such an extent where the social media backlash is almost costing Mackey his post in Whole Foods.
While we can’t undo everything that has happened, we can learn a lot from the Whole Foods experience.
1. You Represent Your Brand, Not Yourself
The debate has been going on about who’s right and who’s wrong.
Is CEO John Mackey wrong to speak his mind? Do we really want leaders to be politically correct but dishonest about their own views? Was Mackey too insensitive to his consumers? Did he think about Whole Foods’ reputation before speaking to the public?
These are all valid questions with differing answers from various groups. With the debate heating up, one thing we can learn from Mackey’s situation is that we must remember businesses represent a brand that is far beyond personal opinions. He represents Whole Foods, its shareholders and stakeholders. When people listen to him, they are not really listening to him only.
Whether this backlash yielded him more boy-cotters than supporters or vice versa, public relations remains to be sensitive business. Understanding consumers’ values and attitudes would be a great start to better public relations.
2. Be Quick To React
Whole Foods has been really quick when it comes to addressing the issue. It sent letters to disgruntled customers and put up a Health Care Reform Forum for open discussions.
With the forum, content of the debate can be monitored and dealt with without going out to search for it. It has taken up the role to facilitate healthy health reform discussions and shown consumers that they are willing to listen.
This has helped Whole Foods cushion some of the impact created by this backlash and regain a little bit of rapport as supporters are able to defend it.
3. Social Media Empowers Consumers
The boycott uses Twitter, Facebook, Flickr and Blog to bring its message across.
Watching how “Boycott Whole Foods” Facebook group grow at such speed really reminds me once again about the power of social media. Close to 30,000 members have gathered on Facebook to support the boycott of Whole Foods.
Their voice cannot be ignored when it is so loud.
Every comment or protest made gives another the courage to do the same. Events are being scheduled to make their voices heard at possibly every Whole Foods market.
Consumers are able to make an impact today because of social media’s reach.
CtW Investment Group’s letter states,
“Whole Foods customers have reacted with outrage: at least 26,000 have now joined a Whole Foods Boycott page on Facebook. Numerous commentators have noted that a boycott of Whole Foods by politically progressive customers could cause a significant loss of shareholder value.”
What does this tell us? Social media can bring you down faster than it brought you up. Just one mistake and all the hard work achieved goes immediately down the drain.
It all comes down to the fundamental: People focus on the black dot and neglect how white the whiteboard is otherwise. Social media can bring you benefits but it does not earn you credit for future use. Maybe that would make any business think twice before starting anything controversial.
Let’s see if Whole Foods would be able to use social media to turn things around.
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