Hear from our experts.
The new frontline: TikTok, outrage, and the politics of brand decisions.
Written By Jack Spriggs – Head of Digital Campaigns & Associate Director
Two weeks ago, Tommy Robinson was kicked out of a Hawksmoor restaurant, and it was captured on camera. That single decision triggered a national pile-on.
In the first 48 hours, there were more than 50,000 posts about the incident on X, generating over 50 million views. Most of it was driven by outrage accounts like Laurence Fox, Calvin Robinson and others who know exactly how to spin moments like this into viral content.
I made a one-minute TikTok breaking down how something so routine becomes reputationally explosive. It wasn’t partisan, just a quick explainer on what this means for brands. You can watch it here via my Linkedin post.
Heads up there is some strong language in this video, worth knowing before you hit play.
My video has now hit nearly 1 million views, with 32,000 likes and 3,000 comments. And the comments tell you everything you need to know – this wasn’t about steak, or even about Robinson. It was about what he symbolises, and what Hawksmoor’s decision represented to different audiences.
We’re in an era where everyday business decisions are pulled into the culture war. Brands don’t get to choose whether they participate. The moment it happens, you’re in it – whether you like it or not.
That’s not just a comms challenge. It’s a political one. And the people who shape how it plays out aren’t just journalists or campaigners. They’re TikTok creators, Twitter rage-farmers, and your own customers.
If your team isn’t ready for that, you’re not ready for a reputational storm.
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Hear from our experts.
The new frontline: TikTok, outrage, and the politics of brand decisions.
Jack Spriggs.
Head of Digital Campaigns
Two weeks ago, Tommy Robinson was kicked out of a Hawksmoor restaurant. That single decision triggered a national pile-on.
In the first 48 hours, there were more than 50,000 posts about the incident on X, generating over 50 million views. Most of it was driven by outrage accounts like Laurence Fox, Calvin Robinson and others who know exactly how to spin moments like this into viral content.
I made a one-minute TikTok breaking down how something so routine becomes reputationally explosive.
Tuesday 1st July
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We talk about Net Zero delivering green growth, green jobs, and clean energy. Is this language accessible and understandable to the public? How does Net Zero deliver growth, jobs, and clean energy? What does this look like in practical terms?
For businesses, some have been accused of greenwashing in the past, with the term becoming a well-known phrase nowadays. Now, many are practising greenhushing – the act of pursuing sustainable goals but not shouting about doing so.
This all speaks to a core conclusion – the way we communicate needs to mature.
That’s why we’ve arranged this panel event, to discuss what current perceptions are of Net Zero and explore how we can improve how we communicate the topic.
Chaired by our Account Director, Sam Freedman, we will be joined by:
• Luke Murphy MP, Energy Security and Net Zero Committee member
• Megan Corton Scott, Deputy Director of Labour Climate and Environment Forum
• Jillian Ambrose, Energy Correspondent at The Guardian
• Roy Pinnock, Partner, Head of Planning at Dentons
