The Amabile case brought to light the phenomenon of purpose washing. Find out what it is, what happened, and how to avoid similar mistakes.

In recent days, a phenomenon that has been making a lot of waves on social media, particularly on TikTok and Instagram, is the so-called purpose washing. If you have never heard of it, get ready to find out what it is and how this concept is causing a real "loss" of trust for many companies and public figures.

What is Purpose Washing?

The purpose washing is a concept that originates from the combination of the words "purpose" and "greenwashing" (deceptive practice that exploits a false ecological commitment).In practice, an image of social responsibility is promoted that does not correspond to concrete actions. This phenomenon can lead to a leak of public confidence and to a wave of hate On social media.

The Amabile Case: What Happened

If you missed it, and we think it's difficult, we'll give you a short recap!
In November 2024, Martina Strazzer, founder of Amabile, announced on social media the hiring of Sara, a pregnant accountant, passing it off as a symbol of corporate inclusiveness.

However, when the contract expired, the company chose not to renew it. This decision sparked outrage among followers, who accused the brand of using Sara's pregnancy as a marketing move. The case went viral, with many users expressing their disappointment on TikTok and Instagram.Amabile's subsequent explanations made the situation worse, turning a mistake into a reputational crisis.

 Amabile's Explanations: An Attempt at Justification Failed

After days of silence, Amabile issued a statement explaining that the decision not to renew the contract was not related to the pregnancy, but to Sara's alleged professional problems. However, this justification was perceived as an attempt to offload the incident onto the employee, without taking responsibility for the mistake. Many users criticized the lack of a genuine apology and concrete commitment to remedy the situation.

In this context, we are curious about your opinion: if Martina Strazzer had given different, more transparent and sincere explanations and really put "her face" to them, do you think she would have received the same level of hate and critics? Or would anything have changed, or would the public and the community not have changed their minds because by now it was “indicted” anyway?

But how to avoid Purpose Washing

To avoid this, it is essential for companies to be authentic and consistent in their actions and communications. First, the statements that are made must be supported by concrete actions Finally, listening to the audience should never be underestimated: paying attention to reactions and responding appropriately is a key step in maintaining sincere and, above all, authentic communication.

How to Get Out of a Purpose Washing Crisis.

If you are also involved in a situation of purpose washing you did some c*** we feel sorry for you! so we will give you some useful advice

The first thing to do is to approach it with transparency and accountability. It is important to publicly acknowledge the discrepancy between words and actions, admitting the error without trying to justify oneself.

However, it is not enough to limit oneself to words; concrete commitments must also be made, announcing the actions that will be taken to remedy the situation and to show that repentance is real.

In conclusion the purpose washing is a phenomenon that can seriously damage a brand's reputation-the case of Amabile is a prime example-but every company can learn from the mistakes of others. To avoid such situations, it is essential to act with authenticity, consistency and transparency. Only in this way can you build a lasting relationship of trust with your audience and avoid getting trapped in a reputational crisis.

 If you want to learn more about the purpose washing And discover how to build authentic communication contact us and stay up-to-date on our social pages!

TikTok, the global phenomenon that has revolutionized the way people create and consume content, will arrive in 2025 with a new feature: TikTok Shop.

After success in other markets, this new feature promises to change the rules of the game for brands, influencers, and consumers. But is it really that special? Or is it just yet another feature that makes you think, "Here it is, another app that pushes you to buy as you scroll"?

What is TikTok Shop? No, it's not magic

TikTok Shop represents the new frontier of social commerce, turning your time spent scrolling into a shopping experience. Imagine watching an engaging video on TikTok and, without having to leave the app, being able to directly purchase the product you just watched.
This feature turns content into an immediate and engaging shopping experience, combining entertainment and shopping in a simple and straightforward way.

The main functions of TikTok Shop

There are several ways to sell products and connect with customers:

LIVE shopping (Live shopping): the audience can view and purchase products directly from the live broadcast. This mode is ideal for presenting new items or offers in real time, making the experience interactive and engaging.

Videos with shoppable options in the feed (Shoppable videos): users can click directly on the products displayed in the video and proceed to purchase immediately.

Product showcase (Product showcase): Products can be listed directly on the brand's TikTok profile. Customers can browse the showcase, read reviews, and purchase directly without leaving the platform.

Store tab (Shop tab): An integrated shopping section. Customers can browse promotions, receive recommendations, and manage orders directly from TikTok.

The advanced features of TikTok Shop (Yes, there's more!).

Affiliate program: Creators can monetize their creativity by promoting products through videos and live streams, while sellers can choose the affiliate program that best suits their brand.

Ads for stores: TikTok Shop Ads allows sellers to promote their stores through targeted ads that increase visibility and facilitate purchases directly on the platform.

Fulfilled by TikTok: TikTok Shop manages the warehousing, packaging, and shipping of products, allowing vendors to focus on creating value.

Secure payment: TikTok collaborates with payment platforms to ensure a smooth and secure transaction for its users.

Why Choose TikTok Shop

TikTok Shop is the panacea for all ills if you are a:

TikTok Seller:

• Purchase and conversion: With an all-in-app experience, users are not redirected to external sites, thus increasing conversions and sales.
• Campaigns and promotions: Marketers have access to a wide range of promotional tools to optimize their marketing strategies.
• Direct collaboration with creators: Brands can easily discover and communicate with thousands of creators through an integrated affiliate program, fostering fruitful collaborations.
• Performance analysis: Through the TikTok Shop dashboard, sellers can monitor performance, traffic, customer reviews, and transaction data.

TikTok Creator:

• Fast and seamless experience: Creators can select and add products to their videos and live streams with just a few clicks, making it easy to start selling.
• All-in-app experience: All activities, from product selection to community building and sales, take place directly in the TikTok app.
• Campaigns and partnerships with brands: Creators can connect directly with brands, earn affiliate commissions from promoted products and access long-term collaboration opportunities.

TikTok Partners:

• New contacts and collaborations: TikTok provides an opportunity to connect with new brands and creators by leveraging the platform's vast audience.
• Training and development: Partners can attend specific training sessions on e-commerce and how to best use the platform.
• Rewards, incentives and commissions: Based on their performance, partners can earn incentives and commissions for their achievements.

TikTok Affiliate:

• Affiliate for Seller: Vendors can easily collaborate with creators who promote their products to the public.
• Affiliate for Creator: Creators have access to a wide range of products to promote in the affiliate product marketplace, with the opportunity to earn commissions on sales generated.

These advantages make TikTok Shop a unique platform that can innovatively connect brands and consumers, fostering closer relationships and growth opportunities for all users involved.

Benefit Cosmetics results.

Benefit Cosmetics didn't waste any time. decided to integrate TikTok Shop into its digital marketing strategy, with live shopping events that sent followers into a frenzy. The result? +2.5K followers, +280K likes, e +62.5K users Who followed the live broadcast. Simple, right? Maybe we will do the same, or maybe not.

TikTok Shop in Italy, if you don't use it, you must be missing something

The arrival of TikTok Shop in Italy represents an exciting opportunity for both brands and consumers. With its innovative features and the power of video content, it offers a whole new way to shop and boosts your e-commerce strategy. Sellers can connect directly with their customers, creators can monetize their creativity, and consumers can discover products in an engaging and fun way.

And you, how do you think TikTok Shop will change the online approach of users?