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When companies take public stances on controversial socio-political issues, they risk facing backlash from opposing individuals or groups. This chapter investigates how companies can effectively respond to such backlash by analyzing Generation Z’s perceptions of M&M’s and Target’s responses to their respective corporate social advocacy (CSA) backlashes through in-depth interviews. The findings reveal that Gen Z evaluates companies’ responses across three key dimensions: (1) transparency of the response, (2) the justification for the action taken, and (3) the tone of the response. Additionally, Gen Z expects companies to double down on their stances and clearly outline steps to uphold their commitments. These insights offer practical guidance for companies navigating backlash.

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Corporate Social Advocacy (CSA) and Crisis Communication: Examining the Effectiveness of Crisis Responses to Backlash

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  • 发表日期：

    2026年

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  • Ruoyu Sun

摘要

When companies take public stances on controversial socio-political issues, they risk facing backlash from opposing individuals or groups. This chapter investigates how companies can effectively respond to such backlash by analyzing Generation Z’s perceptions of M&M’s and Target’s responses to their respective corporate social advocacy (CSA) backlashes through in-depth interviews. The findings reveal that Gen Z evaluates companies’ responses across three key dimensions: (1) transparency of the response, (2) the justification for the action taken, and (3) the tone of the response. Additionally, Gen Z expects companies to double down on their stances and clearly outline steps to uphold their commitments. These insights offer practical guidance for companies navigating backlash.