■ A Crisis is the Moment a Sense of Responsibility Becomes Visible
No matter how much you prepare, troubles are an unavoidable part of corporate activity.
Product defects, information leaks, system failures, social media backlash—
How a company behaves in these emergencies says a great deal.
It is no exaggeration to say that the true essence of a company’s sense of responsibility is revealed for the first time in these moments.
Values that were difficult to see in daily advertisements or customer service become apparent during a crisis, seeping into the speed of decisions, the choice of words, and the overall posture of the company.
■ Japanese Companies: Restoring Trust Through Sincerity
When faced with a crisis, Japanese companies tend to prioritize a swift apology and response. For example:
- The president or executives hold a press conference to apologize.
- Direct compensation or explanations are offered to those affected.
- An immediate announcement of a cause investigation and preventative measures.
Behind these actions is a cultural expectation to show sincerity (“誠意,” seii) for the trouble caused. Rather than focusing on who is at fault, taking responsibility with a sincere attitude is considered the first step toward restoring trust.
As a result, this can often lead to impressions like, “That company apologized properly,” “They didn’t run away,” and “They are trustworthy,” which in many cases helps maintain brand value.
■ Western Companies: Prioritizing Accountability and Legal Consistency
On the other hand, Western companies tend to prioritize clarifying the legal scope of responsibility and fulfilling their duty of accountability. For example:
- An official press release or statement is issued first.
- The legal and public relations teams organize the factual details.
- If necessary, an investigation by a third-party organization is conducted.
Here, accuracy and transparency of information are valued over emotion. A structured explanation of “who was affected, what happened, and to what extent the company was involved” serves as the foundation of trust. An excessive apology is often handled with caution, as it can be perceived as an admission of broader liability.
This is not a “cold” response, but rather a cultural choice—a way of taking responsibility based on rules and facts.
■ How a Crisis is Handled Becomes the “Brand’s Memory”
From a marketing perspective, crisis response is not merely risk management. It is a crucial stage for expression that determines how the brand will be remembered.
There are even cases where a company’s brand image has improved due to a praised crisis response.
- “I still trust them because their response at that time was so sincere.”
- “I became a fan because they didn’t run away when the problem occurred.”
The emergence of such feedback means that the stance taken during a crisis can itself become a marketing asset.
Conversely, if an insincere response or an attempt to hide information comes to light, trust in the entire brand can plummet instantly, no matter how good the products are.
■ Designing the Crisis Response is Also Part of the Strategy
Today, companies are actively “designing” how they will behave during a crisis.
- What to announce, and at what timing.
- Which department will speak, and in what tone.
- Which channels to use and who to address.
The ability to design these elements is now evaluated as a marketing skill that “makes visible” a company’s sense of responsibility in a crisis. A balance of sincerity and transparency. A harmony between emotion and fact. This sense of balance is the key to protecting trust in a brand.
■ Next Time: How Will the Sense of Responsibility Change?
In the final installment, based on the diverse forms of responsibility we have examined, we will consider how this concept is evolving amidst globalization. What kind of responsibility should companies have that transcends culture? And how should that be reflected in marketing? We will conclude with the theme of “The Future of Responsibility.”
To be continued 😊