Is the #MeToo movement a marketing issue? How are customers likely to react to allegations of workplace harassment? How should companies deal with the issue, whether reactively or proactively?

Recent times have seen the rise of the #MeToo movement, focused on creating awareness and change relating to sexual harassment, assault, and violence in the workplace. At first, the movement centered on female Hollywood celebrities, such as Rose McGowan and Alyssa Milano, who alleged misconduct by producer Harvey Weinstein. However, once the silence was broken in Hollywood, many women around the world began using the #MeToo hashtag on Twitter and Facebook, pointing to their own experiences with workplace harassment or misconduct. The #MeToo wave rocked the world, ending the careers of several high-profile men, ranging from former news anchor Matt Lauer and celebrity chef Mario Batali to hip-hop mogul Russell Simmons and U.S. Senator Al Franken.
The #MeToo movement emboldened many women to step forward and speak out about toxic workplace environments and company cultures in high-profile companies. For example, after supermodel Kate Upton came forward alleging sexual harassment by Guess designer and co-founder Paul Marciano, Guess shares dropped 18 percent—more than $250 million in market value in one day. Many companies are reacting or taking proactive steps in response to the #MeToo movement. For example, after allegations surfaced regarding a toxic “bro culture” at ride-sharing service Uber, founder Travis Kalanick stepped down as CEO and the company fired many top-level executives. Newly hired CEO Dara Khosrowshahi took to LinkedIn to post Uber’s new cultural norms.