As we near the close of 2024, BITE is wrapping up the top 10 moments of the past year and sharing what learnings marketers can take with them into the new year. Number 4 in our chart is breaking the myth of backlash culture, which risks holding brands back creatively.

Learning the art of listening in the age of noisy voices has never been more important for progressive marketers. Marketing may well be an industry with a short attention span, but when it comes to backlash the narrative surrounding Bud Light’s 2023 collaboration with transgender influencer Dylan Mulvaney has continued to cast a negative shadow on the industry.

For marketers in the business of building progressive brands, being aware of backlash, rather than frightened of it, is vital for marketing leaders.

Equally, it is important to see through the alarmist rhetoric of ‘cancel culture’ and recognise that negative feedback on a platform such as X is not evidence in itself of a marketing misstep. Criticism from a vocal few, should not be mistaken for a brand being cancelled. A brand boycott and a few boarish voices on X, the platform which according to Kantar is only viewed as brand safe by 4% of marketers, are two very different things. The truth is the majority of Boots’ target audience would neither notice nor be aware of the noisy voices on X which disliked its resplendent Christmas ad.

While brands need to be more mindful of cultural sensitivities, the role of cultural strategist has never been more important. It is vital in distinguishing between fact and feeling. The role of external experts like Creative Equals and the Diversity Standards Collective to support brands in driving forward an inclusive creative process is key to success.

Learning to navigate backlash culture is only set to be more important for marketing leaders in 2025. From ensuring their social media staff have the right support and training, to educating senior stakeholders, marketers must ensure they are on the front foot.

Collaboration will be vital for this endeavour to succeed and organisations such as the Unstereotype Alliance, which published a toolkit to help brands navigate this polarising environment, will be vital to success.

The next four years

As we wrap up 2024 it is tempting to be rose-tinted in assessing the year ahead. Yet, there is no way to sugarcoat the truth that proponents of DEI face an enormous struggle over the next four years. Dismantling DEI has become a core mission of the conservative political movement.

Trump is returning to office and with him comes a wave of threats to dismantle diversity initiatives.

Offices across federal agencies scrap diversity reporting requirements and use civil rights enforcement mechanisms to challenge any diversity initiatives they see as discrimination.

These fears are not without basis. In November this year, it was revealed that Walmart, the world’s largest retailer, is phasing out several diversity, equity and inclusion initiatives in the workplace. According to reports in The Guardian, the company will no longer consider race and gender as a means to improve diversity when making offers to suppliers.

Yet, as researchers have underlined even in the most pessimistic scenario, many forms of DEI will remain lawful under a Trump presidency.

For the creative industries, where harmful stereotypes not only stop people from achieving their full potential but are bad for business, continuing to push for progress on DEI has never been more important. Just because it isn’t easy does not mean it is not important.