Responses to the Queen of England’s death highlight the fine line brands need to walk on social media. 

Responses to the Queen of England’s death highlight the fine line brands need to walk on social media. Dominos U.K. in particular is getting scorched on social media for its seemingly banal tweet expressing condolences to the family, which has been criticized as attempting to profit from people’s grief. More controversial posts include CrossFit U.K.’s “Queen Elizabeth II” workout of the day, Legoland Windsor’s picture of a Lego model that resembled the Queen, and Playmobil’s toy figure wearing a hat and clutching a handbag with the words “Rest in Peace Queen Elizabeth II 1926-2022”—all of which garnered negative attention from young Europeans. While YPulse research shows that Gen Z and Millennials think brands should respond to important world events and issues, the tone of these responses will be scrutinized by young consumers—and called out when they don’t strike the right cord. (Mashed, The Guardian)