Nikon Lands In Hot Water For Lack Of Diversity In Z50 Camera Campaign
Image via kikk / Shutterstock.com
Nikon South Africa has come under fire over its social media advert for its latest camera.
The campaign highlights influencers sharing their adventures and moments, which were all captured by the brand’s Z50 model. Unfortunately, it only featured white influencers, except for Austin Malema.
However, he only appeared in the video to say his name, while other influencers had the chance to talk about their projects in the campaign.
Nikon was accused for being “tone-deaf” with calls for the brand to be boycotted through the ‘#NoNikonOnSet’ hashtag. People were especially outraged since 75-percent of the South African population is made up of black people, and putting only one black photographer would be exclusion.
Nikon has released a statement addressing the concerns on the lack of diversity in its latest campaign. The company has also promised to invite more personalities to the campaign.
“We recognize that our recent influencer program launchd in South Africa fell short of portraying thse values that we commit ourselves to embody and project as a brand. To ensure we are better reflecting the incredible range of talent in South Africa, we are re-strategizing our initiatives and will be updating the program to introduce additional creators,” the statement reads.
Social media users, however, aren’t convinced with the statement as they point out that Nikon has not issued an official apology. One Twitter user points out the lack of diversity in its management while another writes, “Words you didn’t use: Sorry, Apologize, Wrong, Offensive.”
This is embarrassing for your soul Nikon. You telling me you could only find ONE black creative in the whole of RSA? Austin is not your token Black, do better.
— Miss Butterworth (@LailzM) August 2, 2020
How can you be this tone deaf and blatantly out of touch with the world around you? Our country brims with incredibly talented black photographers and influencers who understand the market and produce content that is not just excellent, but relevant. Do better @Nikon_SA!
— Mariette dT-Helmbold (@MariettedTH) August 2, 2020
Nikon South Africa could not find Black people... in South Africa https://t.co/FqUh5hlnnz
— Ingle Witch (@IngleWitch) August 3, 2020
Another tone deaf marketing team award goes to Nikon South Africa. I should actually say Nikon Europe cos clearly the South Africa they market in does not have black influencers. Bleh. 😬😢 https://t.co/HHcsEOC0gd
— Sylvester Chauke (@sylvesterchauke) August 1, 2020
We cannot continue to tolerate the sheer ignorance by these brands and their teams. Our agency takes a stand and will not allow any Nikon products on our sets until we hear from @Nikon_SA #NoNikonOnSet
— Sylvester Chauke (@sylvesterchauke) August 4, 2020
We keep teaching brands about diversity & inclusion. Falling on deaf ears becasue there is no ACTION that affects them financially. Well here is ACTION, our agency group will ban all Nikon products on set & call on other agencies to do the same until they fix this. #NoNikonOnSet https://t.co/SGrxxaimgp
— Velokuhle Ngubane (@TheNduna) August 4, 2020
Spoke to black photographers, we've agreed #NoNikonOnSet ban continues until @Nikon_SA publishes their Transformation & Diversity plan.
— Velokuhle Ngubane (@TheNduna) August 5, 2020
To protect the livelihoods of those that have already invested in the brand is to ban the logo on set, not the photographer #BlackOutNikonOnSet pic.twitter.com/mHO0szUSwM
Our agency @AcademicRepublc is also joining on the move to ban all @Nikon products on set during production until @Nikon_SA releases an official statement or policy reform that addresses diversity & inclusion in their firm & in all marketing communications #NoNikonOnSet https://t.co/HJTYFN5p86
— Lihle_Republic (@Brain_Dogon) August 4, 2020
— Nikon South Africa (@Nikon_SA) August 4, 2020
"Jislaaik ! These people are making a noise about this now. I don't know why because we made sure we did that diversity dinges."
— Have a little patience. (@babs_libonge3) August 4, 2020
" Hey Maboozer. You speak well. Come write a statement for your people. Remember to add a bit of Tartar Madiber Waka Waka magic in there ok."
@NikonNews It is not only their marketing team; the entire company is all white. They are still in the racist David Livingstone "deepest darkest Africa" mindset.
— Structural Adjustment (@TheBeetrootSA) August 4, 2020
If they as a company have not embraced diversity how can they reflect in their advertising?
Nikon SA management 👇🏿 pic.twitter.com/m9wdqUGAKd
You were so close to saying what you needed to say. pic.twitter.com/FoLFNJIuCz
— Drew Murphy (@murphydrew) August 4, 2020
Lol. "We really embrace Diversity. You wouldn't know it, because we ignored almost all South African races, except white, but trust us, we do."..."We didn't think y'all would notice, but since you're observant and loud,here's your bloody statement and diversity" Thank you Nikon.
— Aki.M (@akiMokoena7) August 4, 2020
“Hey guys. We f*cked up on a global scale. We’re incompetent assholes and now we need to figure out how to stop being incompetent assholes.”
— Zack Arias (@zarias) August 5, 2020
F*ck off @Nikon_SA https://t.co/XlOYiiG2v0
Words you didn't use:
— Dan Corder On Your Radio (@DanCorderOnAir) August 4, 2020
Sorry
Apologise
Wrong
Offensive
'fell short' does not equal taking accountability sincerely
[via PetaPixel, opening image via kikk / Shutterstock.com]
