42nd & Grace

The tempest-in-a-teapot that was the Sydney Sweeney/American Eagle affair was equal parts amusing and illuminating.

Amusing, because both the left and right fringes found something to be outraged about. Social media howled in indignation, the noise spilled into the mainstream, and even the President weighed in.

Illuminating, because it served as a reminder of how easily outrage can be manufactured – and how we respond to it reveals something deeper. It’s a valuable lesson in assessing the depth of a reaction and how it aligns (or conflicts) with your core values.

American Eagle took the “all publicity is good publicity” route. The cheeky nature of the campaign was clearly intentional, and when the backlash came, they stood firm. The controversy brought attention and they embraced it.

Contrast that with more recent examples where the issue wasn’t outrage for outrage’s sake, but a misalignment with values. Consider Lizzo and the backlash over the lyrics in Grrrls. She quickly edited the song – not because she was pressured into it, but because the criticism genuinely conflicted with her personal values. That distinction matters.

One of the ongoing challenges in navigating public controversy is gauging how real the outrage is. Take X (formerly Twitter) as an example: it’s Canada’s fourth most popular site, yet in many communities, its user base represents only a small fraction of the population. It’s also notorious for knee-jerk reactions and hot takes – nuance isn’t exactly its strong suit. Knowing when to react is more art than science.

Now compare that to LinkedIn – a platform with a more professional, measured tone. If criticism surfaces there, it’s often worth paying attention. That’s your peer group raising thoughtful concerns – not just another flash of performative outrage.

Mainstream media, too, can play a role in amplifying noise over substance. I remember one election where a social media post claimed a candidate was “under fire” for certain comments. But when you clicked through, there were no actual quotes or sources – just a reporter’s personal disagreement dressed up as a news item.

So, what should you do when you – or your organization – go viral for the wrong reasons? Retreat to your home base.

At 42nd&Grace, our media training doesn’t just focus on pivoting techniques. A significant part of our session is dedicated to helping clients articulate a clear set of core values – short, sharp, and authentic. Once that foundation is built, everything else becomes easier. You’re not scrambling to respond; you’re responding from a place of clarity.

In my experience, the most effective leaders and organizations are those with a strong sense of identity. That foundation allows them to either stand firm or own up to a mistake when needed. People will forgive mistakes; they don’t forgive dithering. They can sense authenticity. And they can smell phoniness from a mile away.

Having a robust crisis communications plan is essential. But more important is having done the work beforehand: building that foundation of values so that, when the storm hits, you already know where you stand and are on firm ground.