Stories

SaveSave story

Outrage overload hits big business

Illustration: Sarah Grillo/Axios

It's not just Washington that's burning in a seemingly perpetual cauldron of outrage. Global executives are still obsessing about how to get ahead of the next viral crisis, with mixed success. 

Why it matters: Some incidents, such as the furor after two black men were arrested at a Philadelphia Starbucks earlier this year, can force positive brand and societal change. Others are the corporate equivalent of WHCD hot takes: moments that would (and arguably should) have passed largely without comment are now occupying ever larger chunks of senior management's time.