A creator has three options: openly defend the brand because it still aligns with their values, cut ties and announce they are no longer associated with the brand because of the situation, or stay silent until it blows over. That’s why it’s important for brands to build a community of creators who value them beyond vanity or financial gain. For creators, it’s a balancing act between loyalty and personal values.

In this situation, creators need to understand the responsibility they have. Their communities look to them as spokespeople and, ultimately, are responsible for shaping brand perception and driving reputation. This means it’s likely that if a brand is in trouble, consumers may trust a creator more than the brand itself.

Who takes on the most risk?

Associating with a brand carries risks as well as rewards for today’s creators. Some might say it’s part of the gig. But the truth is, both brands and creators are exposing themselves to this type of vulnerability.

We’ve seen countless examples of creators getting called out, which has negatively impacted brand partnerships and vice versa. The key here is to mitigate that risk as much as possible by only selecting partners you truly want to be associated with. If a creator has already done this due diligence, it makes this discretion much easier to exercise.

Every cloud has a silver lining. If creators do experience backlash associated with a brand, their reputation, in some cases, could be used as a tool for good to help brands do better.

More and more, we see brands give creators a seat at the table, assigning them as creative directors or roles where their expertise shines through. Well-established and well-partnered creators know a brand’s community better than anyone. They speak to them, listen to them and exchange ideas every day.

So if there is controversy, they can put that knowledge to use and help the brand improve. Take a look at Korean skin care brand TirTir. After initial backlash due to its lack of diversity in foundation colors, it partnered with creator MissDarcei to launch an extended range catering to a wider range of skin tones. Not only does this give value to consumers, but it also shows the creator as a trailblazer and someone who helped make a difference.

In times of public backlash, a brand can often find its strongest support within its community of devoted fans and creator partners. This support is not only about strategic intention or coincidence; it’s deeply rooted in emotions. Consumers and creators choose to support brands with which they feel a genuine alignment, based on mutual trust, respect and reciprocal value. The brands that build the strongest alliances understand this and don’t wait until controversy strikes, but instead nurture them along the way, with a real value exchange.