Why do the boldest brands win? The power of taboo topics in brand building
Many brands are skirting around this, even though it can be a key element of their marketing. It's about communicating taboo topics.
I've noticed that companies that commit to talking openly about sensitive issues can gain a deeper relationship with their customers if they do it right. So how do you do this without causing resentment or losing the trust of your audience?
What is taboo in marketing?
Taboo topics vary by culture, industry and target group. What is acceptable in Europe may be a complete faux pas in another part of the world.
For example:
Health and bodily functions - menstruation, mental health, sexual health
Social issues - LGBTQ+ issues, gender equality, diversity
Financial issues - personal debts, poverty
An example of a brand that is breaking the taboo on menstruation is Bodyform (Libresse), which has stopped using blue liquid in pad ads and shown menstrual blood realistically. This bravery paid off - the brand won the respect and loyalty of its female customers.
Audience knowledge: what else is acceptable?
You need to know your audience before you start talking about taboo topics. What is acceptable to them? Where is the line between education and provocation?
It will help here:
Social listening (reading discussions, comments, following trends on social networks)
Surveys and focus groups
Analysis of reactions to similar campaigns of other brands
For example, Dove has long communicated the theme of real beauty. Their "Real Beauty" campaign worked because it was built on data about how women feel about their bodies.
Facts vs. emotions: how to present a taboo topic correctly
People are not put off by the topic itself, but by the way you present it. The key is a balance between facts and emotions:
Use verified information to ensure your communications are trustworthy.
Avoid dramatisation and sensationalism.
Authenticity trumps provocation.
An example is Thinx, a menstrual underwear brand that builds its communication on education and destigmatizing menstruation. Instead of shocking screams, it explains how its products work and why they are a sustainable alternative.
Language and tone: how to choose the right words
The wrong language can completely sabotage your efforts.
Avoid moralising and polarisation. Speak openly, but do not impose an opinion.
Use empathetic and clear language.
Stick to the facts, but communicate humanely.
An example is Nike, which in a campaign with Colin Kaepernick (which we discussed in this article) opened up the topic of police brutality and racial justice. The brand was aware of the polarization, but stayed firmly on the side of an authentic story.
Summary.
Find out what's taboo for your audience. What else is acceptable to them?
Not every sensitive topic resonates with every audience. Watch discussions, analyse reactions to similar campaigns and ask customers where the line between courage and provocation lies.
Support your topics with facts, but communicate in a human way.
When touching taboos, don't rely on emotion alone. Without facts, your communication can come across as manipulative or superficial.
How do you do that?
Use verified sources - cite research, experts, organizations
Explain simply - no technical jargon, but human and accessible communication
Combine facts with emotions - stories of people who are struggling with the problem
Be authentic, not provocative. People are bothered by manipulation, not truth.
People don't have a problem with the truth, they have a problem with manipulation. If you try to stir up controversy just to get the word out, it can come back to bite you like a boomerang.
How do you know if you are manipulating instead of being authentic?
Playing on emotions but without any real basis - using shocking slogans without being clear what you want to say
Intentionally provoking negative reactions - trying to divide the audience or offend a particular group
Abusing a trend without a deeper understanding of the topic - just because something is popular doesn't mean it belongs in your communication
An example of manipulation vs. authenticity:
Provocation without value: the brand claims "No more ugly and fat body - our products will help you finally be normal!" - shocking, insulting, anxiety-inducing.
Authentic communication: "We love all bodies and want you to feel great in your own skin - that's why we've created clothes that fit you no matter what size you are." - A positive message that connects, not divides.
Use language that unites, not polarises.
Avoid offensive phrasing such as "If you disagree, you are part of the problem." Instead, communicate respectfully and leave room for different opinions.
Take inspiration from brands that have already done it.
Always - #LikeAGirl → breaking down stereotypes about women
IKEA - "ThisAbles" → inclusive design for everyone
Ben & Jerry's → supporting social change for the long term
Don't be afraid of the taboo, but work with it strategically. Audience trust is precious - don't lose it through unnecessary controversy, but build it through meaningful communication.
