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As brands like Starbucks, Dove and Pepsi have discovered the hard way, if potential associations are not carefully, objectively and sensitively assessed, there could be a negative backlash and with the speed of virality, the losses can outbalance the gains.
So while I understand that taking public money and using it to pay bonuses may be optically obscene -- and it is certainly a good idea for the very top management of the institutions to not take bonuses -- if that action is taken too far down there will be a negative backlash -- and the talent which is so critical to long term health will leave.
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What you create instead is a negative backlash.
"I was a bit scared about speaking up about it in case there was a negative backlash," she said.
While #MeToo has given women a voice and started an important conversation, some worry that the heightened awareness around sexism is causing a negative backlash that could be hold back women's careers.
Relying on the distinction between the two polarizing categories is causing a negative backlash from countries dealing with an influx of both migrants and refugees.
Gods of Egypt was subjected to a negative backlash months before any audience had the chance to see it.
He says he has been surprised by two things: firstly that there hasn't been a big negative backlash, and secondly, by the number of South Koreans asking whether the game will be coming to their country.
Channel 4 have said the name of the show might be changed to assuage fears of a negative backlash, but a residents' association leader recently said that renaming the series "won't change" anything.
In a sense, it is perhaps unsurprising that we've seen such a negative backlash in recent weeks.
Ew!" Movies or music that were granted financial success thanks to teenagers often experienced a negative backlash as a result.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com