# Why brand scandals feel bigger than ever

> The internet is primed to turn missteps into crises, but the lasting damage is often smaller than it feels.
- Title: Why brand scandals feel bigger than ever · Business Insider
- Summary: The internet is primed to turn missteps into crises, but the lasting damage is often smaller than it feels. Brand scandals spread faster because people are…
- Keywords: brand scandals, social media, crisis management, marketing, online outrage, consumer sentiment, cmo strategy, reputation management, american eagle, hyrox, neutrogena, business
- Source: Business Insider — https://businessinsider.com/inside-the-brand-scandal-social-media-complex-2026-9
- Author: Lara O'Reilly
- Published: 2026-09-16T12:00:01.301+00:00
- Read time: 1 min
- Topics: brand scandals, social media, crisis management, marketing, online outrage, consumer sentiment, cmo strategy, reputation management, american eagle, hyrox, neutrogena, business
## Summer of brand meltdowns
Hyrox, Good Good, Neutrogena, and Target all faced viral backlash in recent weeks. Each incident spread on social media and forced public responses, but they weren't caused by more careless marketing.
## Why people love brand drama
Anxious consumers find escapism in calling out brands online. It takes seconds to share a hot take, offers moral superiority, and gives a dopamine hit. Creators amplify it because brand scandals are algorithmic gold.

> Online media has made it exceptionally easy for everyone to share their hot takes, and this is happening faster than ever.
## Speed is now the game
Consumers expect brands to respond publicly on social media within hours, not days. Waiting too long can backfire, but jumping into a dying story can revive it. CMOs must monitor Reddit and TikTok constantly.

> There's a much lower bar for intervention and a much higher necessity of sussing things out on Reddit and others before you really catch fire.
## Look beyond the noise
American Eagle refused to apologize for its Sydney Sweeney campaign despite accusations of eugenics. The company found 15% of critical TikTok accounts were fake profiles, and the campaign drove record customer acquisition.

> What we saw was business growth.
## Most scandals fade fast
The Axios Harris Poll found over half of companies measured improved their reputation scores this year, including many that faced recent scandals. Online backlash feels intense but rarely causes lasting damage.
## Know what you stand for
Brands that can explain why a campaign aligns with their values can stand firm. Those that can't justify their choices reveal they don't understand their own identity, making recovery harder.

> If a campaign is rooted in the DNA of a brand, it's much easier to stand firm.
## Key takeaway

Brand scandals spread faster because people are stressed and creators need content, but most companies recover quickly if they respond thoughtfully rather than reactively.