3 Things We Can Learn From Whole Foods Social Media Backlash

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.