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Swatch ad that sparked backlash puts focus on risky campaigns amid diversity rollbacks
By Samantha Marshak (Reuters) -In an era of short attention spans and a White House that has declared war on diversity programs, companies are embracing edgier marketing. But the strategy can carry risks. Swiss watchmaker Swatch recently got in trouble for an ad that mimicked racist taunts against Asians and had to apologize. The ad featured an Asian male model pulling up and backwards the corners of his eyes in a "slanted eye" pose. It was not clear if the mistake was an intentional bid to grab attention. The Swatch misfire was just one in a growing number of norm-breaking advertisements that come amid a rollback in diversity programs in the U.S. In addition, shoppers' constrained budgets and short memories have prompted companies to green-light riskier ads that they hope will help them stand out in a competitive market. In pursuit of going viral, companies including American Eagle Outfitters, Dunkin Donuts and Elf Beauty recently released advertisements that were immediately criticized on social media for seemingly promoting white-centric beauty ideals, or for hiring celebrity endorsers who might have negative associations. American Eagle's ad featured Sydney Sweeney - an actor popular with Gen Z and known for her parts in hit shows including "The White Lotus" and "Euphoria" - who played on the similarity between the words "jeans" and "genes." The commercial was widely panned on social media for possibly raising issues of genetic traits in a racial context. U.S. President Donald Trump even weighed in on the controversy, calling the commercial by Sweeney, a registered Republican, the "HOTTEST ad out there" and saying "Being WOKE is for losers." Dunkin followed with an ad featuring actor Gavin Casalegno promoting a new summer drink called Golden Hour. In the ad, Casalegno attributes his tan to genetics, saying "This tan? Genetics. I just got my color analysis back. Guess what? Golden summer. Literally." Swatch, American Eagle Outfitters and Dunkin did not immediately respond to requests for comment. Businesses - especially those that make money from buzzy trends - are pushing the envelope as recent federal actions have shifted the legal and regulatory landscape surrounding diversity, equity, and inclusion (DEI) programs. The notion of inclusivity had been a cornerstone of many companies' marketing since 2020, when the death of a Black man, George Floyd, at the hands of Minneapolis police, became a catalyst for the Black Lives Matter movement. Five years later, that idea has been de-emphasized. "Marketers are between a rock and a hard place. They know that the more inclusive they are, the less likely they are to get some social media buzz,' said Allen Adamson, co-founder of marketing consultancy Metaforce. They are taking more risks to try to break through to a younger, targeted audience, he said. 'UNFORCED ERROR' Any gains from these ads, though, could be short-lived. They risk harming a brand's reputation in the longer run and may alienate a large consumer base of non-white shoppers, branding experts said. 'Whether it's the Black consumer, the Asian consumer, the Latin consumer, when American Eagle does an ad like that, they're excluding and they're leaving money on the table,' said Angeli Gianchandani, an adjunct professor at New York University and a brand strategist who has worked with the likes of Tiffany. Gianchandani said while non-Hispanic white Americans dominate U.S. buying power, these other demographics are growing faster. L'Oréal faced criticism this month for partnering with a content creator on OnlyFans who posts lifestyle as well as adult content. The move went against the company's own stated guidelines for working with social media influencers that says these partners will not "engage in behaviours which could be interpreted as ... pornography." Elf's ad that starred Matt Rife, a comedian who has made headlines for his joke about domestic violence, drew swift and sharp reaction online. It prompted an apology from the company whose trendy, inexpensive products are a hit with young shoppers. L'Oreal and Elf did not immediately respond to requests for comment. "That is not a blind spot; that is a brand knowingly stepping into controversy with someone who does not align with its values," said Gianchandani, calling the move an "unforced error." Unlike Elf, and also Swatch, which apologized quickly for their ads, American Eagle stood by its campaign. Ashley Schapiro, American Eagle's vice president of marketing, said on LinkedIn that on a Zoom call with Sweeney, company executives asked her, 'How far do you want to push it?' 'Without hesitation, she smirked and said, 'Let's push it. I'm game.' Our response? 'Challenge Accepted'." Sign in to access your portfolio
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28 minutes ago
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Prof G says tariff ‘nonsense' gives away auto industry dominance to other countries — is Trump's protectionism failing?
America's trillion-dollar auto sector may be past its prime. That's according to New York University Stern School of Business professor and media entrepreneur Scott Galloway, who claimed in a recent YouTube video that 2025 marks 'the beginning of the end of the U.S. automobile industry.' Galloway argues that U.S. automakers are struggling to compete with rising Chinese manufacturers and that President Donald Trump's ongoing trade war and 'tariff nonsense' are having a counterproductive effect, further undermining the industry's global competitiveness. He is not alone in sounding the alarm. A growing number of experts — including some U.S. auto executives — have raised concerns about the Trump administration's unpredictable trade policies and their long-term impact on the sector. Don't miss Thanks to Jeff Bezos, you can now become a landlord for as little as $100 — and no, you don't have to deal with tenants or fix freezers. Here's how I'm 49 years old and have nothing saved for retirement — what should I do? Don't panic. Here are 6 of the easiest ways you can catch up (and fast) Want an extra $1,300,000 when you retire? Dave Ramsey says this 7-step plan 'works every single time' to kill debt, get rich in America — and that 'anyone' can do it Ceding advantage to Japan Although the Trump administration's tariff policy remains fluid, as of August it appears to favor some foreign automakers over domestic ones. For example, Japan currently faces a flat 15% tariff on all exports to the U.S., including vehicles from its globally dominant brands. Meanwhile, most other countries face a 25% tariff on auto imports. As a result, an American carmaker that manufactures domestically but imports car parts from Mexico or Canada may incur higher production costs than Japanese rivals. According to the American Automotive Policy Council — a group representing G.M., Ford, and Stellantis — this creates a significant advantage for brands like Toyota or Honda at the expense of U.S.-based manufacturers. 'We just struck a deal with Japan that made it easier for Americans to buy, quite frankly, their superior cars,' Galloway explains in the recent YouTube video. The global auto supply chain is so complex that even the most 'American' vehicles rely on imported components. Tesla's Model 3 Long Range, for example, contains '40% Chinese content,' according to Frank DuBois, associate professor at American University's Kogod School of Business. As domestic automakers struggle, emerging challengers are rapidly gaining global market share in the industry's fastest-growing segment: electric vehicles (EVs). Read more: Nervous about the stock market? Gain potential quarterly income through this $1B private real estate fund — even if you're not a millionaire. Losing the EV race In addition to tariff challenges, legacy U.S. automakers are also struggling to compete in the rapidly expanding global EV market. As of 2024, only one U.S. brand — Tesla — ranked among the top 10 global EV manufacturers by market share, according to JD Power's AutoVista Group. However, Tesla has been losing ground, with reports from Reuters and Le Monde attributing the decline in part to CEO Elon Musk's controversial political behavior and growing foreign competition. In contrast, Chinese rival BYD has taken a commanding lead. As of 2024, BYD held 22.2% of the global EV market — more than double Tesla's share — according to AutoVista. Galloway sees little chance for a turnaround. 'My sense is the EV race has been lost now, because Tesla has lost it to BYD,' he says. What does this mean for consumers? If 2025 is indeed the beginning of the end for the American auto industry, as Galloway predicts, the economic and consumer implications could be significant. The auto sector contributes $1.2 trillion to national output and supports 10.1 million jobs — about 4.9% of the total U.S. workforce — according to the Alliance for Automotive Innovation. A slowdown in the industry could mean widespread job losses and reduced income for working families across the country. Consumers are already feeling the effects of the ongoing trade battle. Vehicles priced under $40,000 could see price increases of up to $6,000, while higher-end models may face even steeper hikes, according to Kelley Blue Book. While the full economic impact of Trump's trade policies remains uncertain, the effects on car prices and American households are already taking shape — and they're not encouraging. What to read next Robert Kiyosaki warns of a 'Greater Depression' coming to the US — with millions of Americans going poor. But he says these 2 'easy-money' assets will bring in 'great wealth'. How to get in now Here are 5 simple ways to grow rich with real estate if you don't want to play landlord. And you can even start with as little as $10 Rich, young Americans are ditching the stormy stock market — here are the alternative assets they're banking on instead Here are 5 'must have' items that Americans (almost) always overpay for — and very quickly regret. How many are hurting you? Stay in the know. Join 200,000+ readers and get the best of Moneywise sent straight to your inbox every week for free. This article provides information only and should not be construed as advice. It is provided without warranty of any kind.
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28 minutes ago
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Exclusive-The US Navy is building a drone fleet to take on China. It's not going well
By David Jeans NEW YORK (Reuters) -During a U.S. naval test off the California coast last month, which was designed to showcase the Pentagon's top autonomous drone boats, one vessel stalled unexpectedly. As officials scrambled to fix a software glitch, another drone vessel smashed into the idling boat's starboard side, vaulted over the deck, and crashed back into the water – an incident captured in videos obtained by Reuters. The previously unreported episode, which involved two vessels built by U.S. defense tech rivals Saronic and BlackSea Technologies, is one of a series of recent setbacks in the Pentagon's push to build a fleet of autonomous vessels, according to a dozen people familiar with the program. Weeks earlier, during a separate Navy test, the captain of a support boat was thrown into the water after another autonomous BlackSea vessel it was towing suddenly accelerated, capsizing the support boat, according to four people familiar with the matter. The captain was rescued and declined medical attention. The incident was first reported by Defense Scoop. Both incidents stemmed from a combination of software failures and human error, including breakdowns in communication between onboard systems and external autonomous software, according to a person with direct knowledge of the matter, who requested anonymity to share sensitive information. The Navy, Saronic and BlackSea declined to comment on the incidents. U.S. military leaders, seeing the outsized impact of maritime drones in the Ukraine war, have repeatedly said they need autonomous swarms of aerial and maritime drones to hinder a potential advance by China across the Taiwan Strait. Taiwan itself has begun acquiring its own maritime drones. The drones being developed in Ukraine, which often look like speedboats without seats, and are capable of carrying weapons, explosives and surveillance equipment, are primarily remote-controlled and cost close to $250,000 – making them optimal for kamikaze missions that have effectively neutralized Russia's Black Sea Fleet. The U.S., meanwhile, is aiming to build an autonomous naval fleet that can move in swarms and without human command – a more ambitious task at a higher price point; as much as a few million dollars per speedboat. The recent test failures highlight the challenges facing the Navy's effort to deploy the nascent technologies, said Bryan Clark, an autonomous warfare expert at the Hudson Institute. It will need to adapt its "tactics as it better understands what the systems can do and what they can't do." But the Navy's problems go beyond getting the boats to work: its autonomous maritime drone acquisition unit has also been rocked by the firing of its top admiral, and a top Pentagon official voiced concerns about the program in a candid meeting with Navy brass last month, Reuters found. Since the most recent incident, the Pentagon's Defense Innovation Unit (DIU), which had acquired technology for the tests, has indefinitely paused a contract – valued close to $20 million – with L3Harris, one of the companies providing autonomous software used to control some of the vessels, according to two people familiar with the matter. The Pentagon did not respond to questions about the cause of the accidents or the L3Harris contract being paused, which has not been previously reported. A Pentagon spokesperson said it conducted drone tests as part of a "competitive and iterative approach, between operators and industry." L3Harris declined to comment on the contract and directed questions to the DIU. The DIU declined to comment. "L3Harris stands behind the safety, integrity and capability of our autonomy command-and-control product," said Toby Magsig, who oversees L3Harris' autonomous software products. RISE OF SEA DRONES To accelerate its drone effort, the Pentagon in 2023 launched the $1 billion Replicator program, through which branches like the U.S. Navy and the DIU planned to acquire thousands of aerial and maritime drones, along with the software to control them. The first systems from this program are due to be announced this month. The Navy has committed at least $160 million to BlackSea, which is producing dozens of its Global Autonomous Reconnaissance Craft boats a month, according to procurement records. Saronic, which was recently valued at $4 billion in a funding round backed by Andreessen Horowitz and 8VC, makes the competitive sea drone Corsair, but is yet to announce a major contract. Federal procurement records show the company has generated at least $20 million from prototype agreements. "These systems will play a critical role in the future of naval warfare by extending fleet reach, improving situational awareness, and increasing combat effectiveness," acting chief of naval operations Jim Kilby said during a visit to BlackSea's facility in June. NAVY TURMOIL Since returning to office, President Donald Trump has made fielding swarms of drones a top military priority. Trump's 'Big Beautiful Bill' passed last month included almost $5 billion for maritime autonomous systems. But, so far, the Navy's approach has faced skepticism under the new administration. In April, the Navy's key drone boat procurement unit – known as Program Executive Office Unmanned and Small Combatants (PEO USC) – touted a successful demonstration of the software used to control BlackSea's vessels in a post on LinkedIn, hailing it as "a major step forward in advancing #maritime autonomy." In response, Colin Carrol, then-chief of staff to Deputy Secretary of Defense Steven Feinberg, suggested the program was duplicating other efforts within the Pentagon. 'I have a feeling that there are changes in this program's future,' he replied to the LinkedIn post. Carrol, who is no longer with the Pentagon, declined to comment further. The PEO USC was recently placed under review, according to four people familiar with the matter, due to a series of setbacks, and could be restructured or shut down. This comes two months after the Navy said it had sacked the unit's leader, Rear Admiral Kevin Smith, due to a loss of confidence in his leadership after the Naval Inspector General substantiated a complaint against him. Reuters was unable to contact Smith. During a meeting last month, Feinberg grilled Navy officials about their autonomous vessel capabilities, including those being fielded by the PEO USC, according to three people briefed on the meeting. Feinberg was unimpressed by some of the capabilities being acquired by the Navy and questioned whether they were cost-effective, the people said. A Pentagon spokesperson said, "we're not going to comment on private internal meetings" and directed questions about PEO USC to the Navy. The Navy declined to comment on the meeting or the acquisition unit being put under review. Spokesperson Timothy Hawkins said the PEO USC stands by its mission, including its role as acquisition authority for the maintenance and modernization of unmanned maritime systems. The turmoil comes as shipbuilders and software providers are angling to secure even larger autonomous maritime projects, such as unmanned submarines and cargo-carrying ships. Last week, the PEO USC started accepting proposals for the Modular Attack Surface Craft, to acquire medium and large vessels capable of carrying containers, surveillance equipment, and conducting strikes. T.X. Hammes, an autonomous weapons expert and Atlantic Council fellow, said the Navy is in uncharted waters, trying to overhaul decades of tradition at high speed. "You've got a system that's used to building big things, taking years to make a decision, and now suddenly you're asking them to move fast," he said.
