Hate as a consequence of apparent promotional activities in business – analysis of selected case

Abstract

The author examines the phenomenon of hate speech as a reaction to apparent marketing and PR efforts by corporations to go green, support the LGBTQ+ community, victims of war and oppose the aggressor. The aim is to understand how greenwashing, rainbow washing and warwashing lead to negative social reactions, including hejt, and what consequences they have for brands and communities. The study is based on the analysis of three cases (case studies) illustrating different types of washing, and each case evaluates the actual actions of companies and their public perception. The results of the analysis show that apparent endorsement often results in heckling and negative consumer reaction, leading to a weakened brand image and loss of public trust. The article emphasises the importance of transparency and honesty in brand communication, pointing out that inconsistent practices can damage both the reputation of companies and negatively affect the communities to which companies address their activities.