From the CrowdStrike outage to E. coli outbreaks at Mickey D’s to...hot dog eating contest drama (yep, that’s right), 2024 was a banner year for crises. Brand responses ranged from textbook perfection to huge failures, and a lot of in between. Let’s look back at some of the most notable crises in 2024 and key takeaways as we head into 2025 to maintain consumer trust.
In July, a faulty update from CrowdStrike disrupted 8.5 million systems running Microsoft Windows, resulting in the largest outage in IT history. The financial toll exceeded $10 billion and affected everything from hospitals to online banking systems to airlines.
CrowdStrike quickly released a fix, but manual updates left many businesses struggling with lingering issues.
The takeaway? Trust and transparency are key on the heels of a crisis. As technologies evolve, solving issues isn’t as simple as releasing a new version. Brands must prioritize education and clear communication to build confidence and loyalty among users.
Boeing’s huge missteps this year, including safety defects and crashes, did nothing if not reinforce the importance of being empathetic. The company’s initial statement after safety concerns was cold and vague, and these actions ultimately led to its CEO’s resignation. Public trust eroded even more, and regulators intensified their scrutiny of the brand.
For brands in high-stakes industries, transparency isn’t optional. Leadership needs to acknowledge concerns and outline clear steps for improvement and resolution to maintain public trust. And don’t forget we’re human – a little empathy goes a long way.
Joey Chestnut, the name synonymous with eating as many hot dogs as humanly possible in one sitting, was banned from competing in Nathan’s Hot Dog Eating Contest (after winning for 16 years and running). Why? His partnership with Impossible Foods violated his contract with Nathan’s against endorsing competitor products.
The dispute disappointed fans and highlighted the need for clear influencer agreements. PR teams must ensure contracts are transparent and expectations aligned to prevent public conflicts that can damage both the brand and the influencer. While Chestnut’s absence opens the door for a new star, it’s a reminder of the risks poorly managed partnerships pose to reputations.
Bumble’s relaunch campaign was a huge miss with its anti-celibacy billboards. These tone-deaf ads sparked backlash over insensitivity to issues like sexual abuse and personal choices. The company quickly apologized, removed the ads and committed to supporting domestic violence organizations.
While Bumble’s response checked the right boxes – listening, responding and acting – the real test lies ahead. Follow-through will determine whether Bumble can rebuild trust.
The lesson? As social media amplifies consumer scrutiny, brands must pair apologies with meaningful action to maintain credibility.
The Golden Arches experienced an E. coli outbreak in the fall from some bad onions. But lucky for them, the brand’s proactive response took a page from the “What To Do During a Crisis” playbook. Through its tightly managed supply chain, it was able to identify the source of the outbreak quickly and then communicated its plan for improvement across multiple platforms.
The lesson we can learn from McDonald’s: Speed and transparency are key. The brand’s clear updates reassured customers before the crisis snowballed. Even in the middle of a crisis, if you act quickly and communicate transparently, consumer trust can be preserved.
Labor strikes and Hurricane Helene intensified supply chain challenges this year, testing brands’ ability to manage these disruptions. Transparent, frequent communication became the cornerstone of effective crisis management in the supply chain industry.
How to stay ahead? Deliver updates via customers’ preferred channels, like email or text alerts. Consistency in communication not only reassures stakeholders but also shows your brand’s commitment to solving the problem.
This year’s crises highlight consumers’ evolving expectations for brands. They want more than words – they demand action, accountability and transparency.
Mistakes happen, brands falter and crisis situations are inevitable. But as we look to 2025, the biggest takeaway for communications pros is this: The brands that succeed will be the ones that lead with integrity.