For brand managers, the sound of silence might be the most effective noise of all.
Old Navy has recently made headlines for a tweet it sent out on April 29:
— Old Navy Official (@OldNavy) April 29, 2016
The seemingly innocuous tweet advertised Old Navy’s customer-appreciation sale, urging followers to shop online during the promotion.
However, the image of the interracial family in the tweet angered some Twitter users, who called the ad “race mixing propaganda” along with other comments.
Several users threatened to boycott the brand—similar to the more than 1.1 million people who have signed a petition pledging to boycott Target because of its transgender bathroom policy.