Opinion — Consumers are becoming savvy to performative inclusivity

UK beauty brand Pink Honey has come under fire for a recent influencer trip. The backlash proves consumers won’t stand for vapid marketing.

Brand controversies seem to be on the rise. Everywhere you look — particularly on social media — a company is facing ridicule for short-sighted campaigns or shallow marketing tactics.

But the increase in backlash isn’t necessarily a sign that brands are growing lazier, rather that consumers are demanding more from their purchases.

Nowadays, brands can’t just rely on good products and prices to capture the hearts (and wallets) of new customers. They need to create a community and identity that people can sincerely align themselves with.

The most recent controversy to prove this theory has surrounded UK beauty brand Pink Honey, a female-founded, TikTok-famous makeup company that specialises in vibrant packaging and food-themed products.