Everybody wants to play the hero. But it's the rare brand that can stand up to the scrutiny that comes along with such a status. Take Jeep, for instance. The company recently used its support of American veterans to appeal to Super Bowl viewers. Yes, the brand did donate $50,000 to veterans -- but then it turned around and spent 16 million glorifying its heroic deed in its Super Bowl ads. Is that hypocritical? Or is it just a brand being a brand?
Often the most successful brands are the ones called out on their hypocrisy, from "greenwashing" corporations to the tax-dodging likes of Amazon, Starbucks, and Google. Apparently, tech companies are the worst offenders when it comes to moving assets overseas to avoid paying taxes. Though this practice is not illegal, brands are regularly called out on it after purporting to be "socially conscious."
The article takes a look at 10 examples of brands that got smacked down for being total hypocrites. We won't even go near the oil companies and big banks because, well, this article has to end sometime. Instead, let's focus on typical, successful brands that were recently caught in tight spots. Some were called out for the usual issues: environmental negligence, unhealthy foods, social irresponsibility, and the like. But some of the examples might truly surprise you.