What America’s Next Top Model Teaches Us About Brand Accountability
I eagerly consumed the latest America’s Next Top Model documentary on Netflix in a day. If you've seen the show before it's not very shocking. People online were clamoring for one simple thing from Tyra and the producers: accountability. What did we get? Excuses and passing the buck.
Over and over people would say they, "weren't involved" or "that wasn't my job". You can't really have an exposé and have no one to blame. The most disheartening part was Tyra placing the blame on viewers. I don't think so. No teenage girls were making you do dangerous photo shoots and putting the girls in harms way.
Brands aren’t judged only by what they create. They’re judged by how they respond when people question it.
Photo by Joren Aranas on Unsplash
Public discussion around this show reveals how quickly perception can shift when accountability feels absent.
Branding Is Built On Trust
Branding isn’t just the visual elements like a mood board or messaging on your website. It’s a promise.
Your brand tells your audience, what it stands for, what it believes and how it treats people.
When that audience feels like that promise was broken, they don’t just critique the product. They reassess the entire brand identity.
Trust is the real currency of branding not just a cool logo or pretty font.
Why Accountability Matters More Today Than Ever
The cultural shift between the viewers at the beginning of ANTM versus now couldn’t be more different. I was an avid ANTM watcher back in the day.
Audiences are more media-literate today than ever before and have access to more people via social media. TikTok creators have been rehashing and critiquing the show. I’ve seen it show up on my fyp.
People talk about everything from the show. From controversial photo shoots and runways to how some of the makeovers would leave a contestant looking worse or physically scar them. The collective critique is amplified across platforms and by people sharing with others off platform.
In the past, brands could ignore criticism and wait for attention to fade. Today, silence is interpreted as complicity. Neutrality is rarely perceived as neutral.
The Psychology Behind Audience Disappointment
The backlash against any beloved series can be intense. For this show, many people watched as teenagers so it definitely shaped our perceptions of the world and being a woman.
We form emotional bonds with brands. When they let us down, it feels like betrayal more than disagreement. There are two major psychological triggers at play here.
The Expectation vs Reality Gap
The whole premise of the show is that these young women will have the chance to be models and succeed in that industry. Most of them, even the winners, didn’t really have the careers they were promised. The show seems to have hurt their chances more than helped them.
Perceived Lack Of Empathy
This is the biggest issue by far. People online are fed up with how the contestants were treated and how the main producer, Tyra Banks, constantly passes the buck.
The fact that she couldn’t remember some of the biggest scandals and most memorable moments from the show speaks volumes. She’s so far removed from the contestants as people it’s equally infuriating and scary.
Accountability Builds Authority
Criticism happens to everyone eventually, probably not on the same scale, if you stand for something. This shouldn’t always be perceived as a threat. It can be a reputation building opportunity.
Brands that respond well acknowledge concerns clearly and take responsibility when appropriate. Another big one is outlining changes moving forward. No one in the documentary was willing to say something as simple as, “I was responsible for that and I messed up. This is how we’re making sure that never happens in the future.”
Audiences don’t expect perfection but silence can be damaging.
What Creative Entrepreneurs Can Learn From This
Your audience may never create a viral controversy, hopefully!, but they will watch how you respond when things get dicey.
You could make a mistake or have a former client vent online about how their expectations weren’t met.
Consistency between values and behavior is what protects your reputation in the long run.
Accountability As A Design Principle
Accountability shows up in the structure of your brand. Have no clue where to even start?
Here are a few easy to implement ideas as jumping off points.
Having clear messaging on your website to set client expectations accordingly.
Transparent policies and having a contract signed by your client.
Easy ways to contact you that don’t go straight to the junk email folder.
Reputation Is Built In The Response
Anyone can build a brand when things are going well. Strong brands are revealed when things are questioned.
Accountability shouldn’t just be damage control. It’s should be in your brand DNA just like your brand colors.
Redesignia Branding Resources
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