Not having a social scientist on your team is asking for disaster

A quick glance through #tonedeaf on Twitter reveals example after example of celebrities, politicians and brands getting slammed for tasteless decisions that clearly do not consider the larger context – something of a bad optics shame machine. There is even a quite macabre episode of Netflix’s Black Mirror covering the topic.
For better or worse, social media has given a prominent voice to these judgments. Regardless of the size of the brand you manage, embracing cultural a