Peloton Faces the Challenge of Mixed Messaging
PR messaging strategies were tested this week as Peloton released Q4 earnings showing $607 million in revenue—exceeding expectations—while simultaneously announcing a 6% workforce reduction. The contradictory messaging sparked confusion but also displayed rare transparency.
CEO Peter Stern emphasized that despite revenue gains, costs remain high. His letter to shareholders laid out a cost-saving plan aimed at trimming $100 million in operational expenses by FY26. This includes cutting indirect spending and relocating work.
This strategy walks a difficult line. Communicating good financial news while announcing layoffs may seem tone-deaf—but it also provides crucial context. Communicators must explain to investors why discipline matters and simultaneously show empathy to employees.
Dylan Jones of Boldsquare explains, “You have to thread the needle between optimism and accountability. Communicators earn their value when they can tell both stories truthfully and empathetically.”
DEI Rollbacks Erode Trust and Loyalty
A new joint study by DISQO and Do the WeRQ confirms that retreating from DEI initiatives—particularly LGBTQ+ visibility—has real commercial consequences. The “2025 LGBTQ+ Advertising” report reveals that 41% of consumers lose trust in brands pulling back from DEI, while 39% have changed purchasing behavior as a result.
Alarmingly, LGBTQ+ representation in advertising dropped 15% since 2023. Yet, 68% of consumers still want equal or greater visibility.
Key Data Insights:
- DEI confusion leaves brands vulnerable: Only 46% of consumers understand what DEI stands for, while 28% cannot identify any component.
- Pullbacks drive “silent attrition”: 24% say they’d reduce or stop buying from brands that retreat, even without public protest.
- Consistency builds brand equity: Support surges among Gen Z (57%), LGBTQ+ (80%), and high-income consumers (50%) when brands stick with inclusion efforts.
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What Communicators Should Do Now
Kaitlyn Barclay of Do the WeRQ urges brands to move beyond buzzwords:
- Ditch acronyms for value-driven language
- Back inclusion with real investment
- Centralize information on accessible platforms for transparency
In the “quiet age” of DEI, silence doesn’t protect a brand—it isolates it.
Communicating Tariff Price Hikes Transparently
With tariffs making headlines, brands are struggling to communicate upcoming price increases without losing trust. A new Morning Consult survey finds that 57% of consumers have already seen brands encouraging them to “buy now” to beat hikes—and they appreciate it.
Key Takeaways:
- Transparency matters more than line-item charges
- Brands seen as proactive earn trust
- Fee surprises damage reputations
Andrew Frank of KARV Communications recommends:
- Message from leadership via website banners or apps
- Blog posts outlining rationale behind changes
- Prepared social and media responses for potential backlash
The lesson: silence risks backlash, while clear and timely communication can build credibility, even amid unwelcome changes.
From balancing optimism and layoffs to navigating DEI backlashes and tariff transparency, this week’s events demonstrate how critical PR messaging strategies are in shaping brand perception. The brands that win are the ones that inform honestly, act consistently, and prepare for tough conversations before they happen.