No Response is a Response – And a Revealing One in Marketing

Already eight times this year, Carnation Fracturefast Essentials has posted to social media some sort of mom-only message.

Once could be excused as a mistake. Twice an oversight. But eight times? That’s a pattern.

However, if you want to dig deeper into the true nature of Carnation, look at how it interacts on social. There you’ll discover only a smattering of fan comments, but Carnation takes the time to respond to nearly all of them.

We’ve left comments regarding its imbalanced messaging along with polite requests to be more inclusive – only to receive nothing in response.

Imagine sharing your thoughts at a meeting and not only being met with total silence but being ignored and not even looked at. Dads feel like this all the time.

Carnation is part of Nestlé, the multinational food and drink conglomerate headquartered in Switzerland. It is the largest publicly held food company in the world.

If Nestlé’s purpose really is – as its website states – “to unlock the power of food to enhance quality of life for everyone,” then everyone means everyone.

But that’s not all Nestlé believes. Check out what it writes under, our values: At Nestlé, respect has a special and powerful meaning. It has a huge impact on the way we work and run our business. Our values are rooted in respect. A respect for ourselves. For others. For diversity. And for the generations who will follow in our footsteps. Setting out our values is crucial – but living by them makes the difference.

Respect. It means due regard for the feelings, wishes, rights, or traditions of others. If that’s true, Nestlé has some work to do.

It’s time for Nestlé to live its values, because generations who will follow in its footsteps just might be customers for life if it treats them as such.