A defining feature of our contemporary social setting is the insistence on diversity and cultural sensitivity. Brands are expected to embrace an all-inclusive conviction, emphatically reflecting the ethos of social acceptance through thoughtful campaigns that respect and embrace diverse communities. Cultural consciousness continues to expand, and although this is indicative of social progression, it also creates limitations on expressions. However, time and again, major companies stumble into controversy, creating culturally ambiguous campaigns that connote negative impressions. In this episode of excessive brand negligence, we have Swatch.
Swatch, the iconic Swiss brand known for its innovative and colourful watches, has received a deluge of backlash and possible boycotts over the nature of a recently released ad for its Swiss Essentials collection. The ad featured an adult male Asian making a slanted-eye gesture, which is a common racial stereotype that has been weaponised against Asians for decades.
Since the release of the ad, many, especially within Asian communities, were taken aback by the glaringly offensive image. Major concerns rose from contentions regarding negligence and an infuriating obtuseness to sociocultural terrains. Swatch rescinded the ad and issued an apology that felt stiff—like an acquiescence to expectations. So, it seemed mechanical, lacking true introspection or remorse.
“We have taken note of the recent concerns regarding the portrayal of a model in images for the Swatch ESSENTIALS Collection. We treat this matter with the utmost importance and have immediately removed all related materials worldwide. We sincerely apologise for any distress or misunderstanding this may have caused.”
The trending conversations surrounding the controversy raise some critical questions: Aren’t there systematic processes to avoid things like this? What was the creative direction behind this? The situation questions the workforce behind their marketing campaigns and emphatically suggests a lack of inclusion or diversity in such spaces. This travesty is more than just a derealisation of our current social context; it also fails to recognise Swatch’s current financial struggles.
Their net sales for the first quarter of 2025 have shown a reduction of 7.1% with a staggering net plug of 90%. A huge part of this deficit is as a result of China, where wholesale and retail sales are dwindling by 30% and 15%, respectively. China, Hong Kong, and Macau constitute around 27% of Swatch’s revenue, so potentially severing ties with such a key demographic by reinforcing racial stereotypes is a mistake that may reap massive repercussions.
As shocking as this situation might seem, there seems to be a nationwide pattern of cultural negligence on the part of cultural negligence. Over the past decade, we have witnessed several brands that have made blunders in ad campaigns or other marketing ploys
· Taco Bell (2000): Sparked criticism over their Chihuahua mascot campaign, which saw the dog as a cultural stereotype among Latin Americans.
· Emami (2007): Attracted controversy based on their skin whitening cream campaigns, which were accused of inciting racism.
· L’Oreal (2008): Attracted backlash for an ad that supposedly whitened Beyonce’s skin, perpetuating a negative racial discourse.
· Dove (2017): Released an ad that depicted a Black woman turning into a White woman.
· Dolce and Gabbana (2018): Released a marketing campaign that was racially insensitive towards Chinese culture.
· H&M (2018): Released an apparel item that showcased a Black child in a hoodie captioned “Coolest Monkey in the Jungle.”
· Gucci (2019): Released a sweater with images that were perceived as racially triggering.
Despite the indelible setbacks caused by these scandals, history keeps repeating itself. The consistency of these controversy points to lapses in understanding cultural and social awareness, a lack of diversity or underrepresentation, and a lack of assessment platforms to facilitate damage control.
Top brands prioritize emphatic advertisement campaigns that are designed to create allure and attraction. This encompasses a stern scrutiny to create content that is devoid of cultural ambiguity or racial connotations. It is a basic marketing principle. Until these companies take cautionary measures to operate within culturally accepted lines, this will be a recurring inevitability.
