Crisis Strategy Rundown: James Charles

I’ve been following this controversy for a few weeks and there isn’t a yes or no answer to this question. The reason I say this because often in crisis management you see a short term success and the long term is questionable. That is precisely what is happening here.

The short term answer to this question is even complicated. Yes, it was a success because James Charles still has a lot of support and he’s gained most of his following back. However, it’s possibly not a short-term success because a lot of the older audiences still have questions about the situation. They don’t trust him and are not incredibly supportive. This could be a good thing or a bad thing for James. On one hand, I believe his demographic is young and they seem to be die-hard fans. So in this light, he was successful because he’s captured them back. On the other hand, his young audience will get older and it might have a reverse effect on his success.

I’ve said before that trust is one of the most important things you can have as a brand. Losing that trust can be incredibly detrimental. However, younger individuals, such as children, are typically more susceptible to trusting brands/people they look up to. However, I believe the older demographics are still skeptical. Therefore, I would advise James Charles to really look into growing and changing certain behaviors to show that he is trustworthy. If they’re not changed or worked on, he just might find himself in another scandal.

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