TLDR Tech / Marketing
Containing a crisis: how to keep consumers on side
Recent baby formula recalls involving Nestlé and Danone renewed scrutiny of crisis communication in consumer safety categories. Once risk is credible, containment should begin immediately through rapid recalls and transparent updates rather than fixed timelines. Nestlé leaned on clear language and visible executive leadership to signal accountability. Danone took a more formal tone and moved more slowly, which limited reassurance for consumers. In high-risk sectors, brands need prebuilt escalation plans and real-time sentiment tracking.
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