problem hacker #20
When Brands Fear the Crowd
Bob Vylan shouted, “Death to the IDF,” at Glastonbury.
Louis Theroux interviewed him. Vylan said he had no regrets, and would do it again; “twice on Sundays.”
British Airways pulled their sponsorship. They said it broke policy on “politically sensitive subjects.”
Translation: We don’t want trouble.
But trouble is the point; that’s where you find out who you are.
What Did They Think They Were Buying?
Louis Theroux has spent his career talking to people most of us would cross the street to avoid.
Nazis. Cult leaders. Paedophiles.
At risk of getting all Roy Keane…that’s his job. To go there, ask questions, and make us look at things we’d rather not.
So if you sponsor Louis Theroux, that’s the deal.
You’re not buying small talk. You’re buying curiosity.
Pulling out the moment he interviews someone “controversial” is like sponsoring a boxing match, then complaining someone got hit.
Everyone’s Picking Sides
Half the crowd heard protest; half heard hate speech. Both halves were furious.
That’s Britain now.
No middle ground.
Say nothing and you’re guilty.
Say something and you’re cancelled.
The Data Backs It Up
Edelman says 71 % of people want brands to take a stand.
Same report: most think brands are already too political. (Edelman 2024)
YouGov says 70 % of Britons care about sustainability.
Only 20 % will pay extra for it. (YouGov 2024)
We tell brands to grow a conscience, and then we punish them for using it.
No wonder they freeze!
Fear Runs the Show
Inside every big company is a dashboard measuring outrage in some way.
A red spike means: Run.
That’s not ethics.
That’s nerves.
The irony with the BA example, is that a brand that sells adventure is now scared of conversation.
The Price of Playing Safe
When brands retreat, culture shrinks.
Nothing risky.
The interesting stuff goes underground; podcasts, indie media, the edges.
The middle goes beige.
We’ve made curiosity look dangerous and caution look like the smart move.
What To Do Instead
Stop hiding behind “neutral.”
- Host, don’t hush. Let people talk.
- Be consistent. Don’t vanish when it gets noisy.
- Live with the noise. It dies quicker than you think.
Courage isn’t shouting louder.
It’s staying in the room.
Brands don’t need to be saints.
They just need a spine.
The Problem Hacker
Straight takes on strategy, growth & the strange psychology of modern business.
By Mark Jefford.