Why cultural sensitivity should not take a backseat to content speed

Local fashion retailer Padini is facing scrutiny after a TikTok video from its official account appeared to mock customers’ body sizes, sparking widespread criticism online. The clip, which featured an employee seemingly in thought with an overlay reading "Macam mana nak bagitahu customer, yang sebenarnya bukan baju Padini yang kecil tapi akak yang kena diet" (“How do I tell customers that it’s not our clothes that are small, but they need to lose weight?”), quickly went viral.

Online sentiment based on findings by media intelligence firm DATAXET Nama Malaysia showed that Padini’s viral TikTok video generated a flurry of attention with mixed but overall slightly positive reactions. Peak virality occurred on 30 October, when a 13K spike in engagement was largely driven by TikTok’s algorithm and the provocative caption, “baju kecil, kena diet.” The post sparked widespread sharing, drawing both humour and criticism amid Malaysia’s ongoing discourse on obesity. While the cross-platform echo amplified the controversy, Padini’s prompt apology helped douse much of the immediate fire, leaving only residual discussion in niche online spaces.

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Analysis of user reactions revealed a nuanced split in sentiment: 50% positive, 30% negative, and 20% neutral. Supporters largely framed the video as a frank message about health awareness and realistic sizing, sharing personal weight-loss stories or viewing it as motivational “tough love.” Another significant portion dismissed the backlash as over-sensitivity, arguing that the post was light-hearted rather than an intentional attack.

Yet 20% of comments criticised the clip as body-shaming or a marketing misstep, highlighting risks to mental health and inclusivity. Other discussions touched on Padini’s sizing inconsistencies, business implications, and broader cultural reflections, such as Malaysia’s obesity epidemic and evolving societal expectations around body image and brand responsibility.

In response, Padini swiftly removed the video and posted a public apology on TikTok. The company stated that it “takes full responsibility and has removed the video from all platforms” and “deeply regrets this lapse in judgment and the hurt it has caused.” Management also said it was reviewing internal processes to prevent similar issues in the future, while reaffirming its commitment to treating everyone with respect.

Bringing hierarchies up to social media speed

While the apology was timely, experts noted that swift responses were only the first step in repairing trust. Hwei Lee, chief consultant at Rubix Communications, said, “The responsiveness matters. It shows the brand understands pace in a digital crisis. However, an apology is just the start of a repair. Trust returns through consistency, but future campaigns, content and tone reflect genuine learning.”

The incident also exposed the challenges brands face when content is created and posted in real time, often by staff who were not media trained. Lee noted that this was not unique to Padini, and social content has moved faster than traditional hierarchies could keep up. She added that one effective approach was to give creators clear “guardrails”. A playbook that defined sensitive content to avoid, allowing them creative freedom while ensuring the brand’s values were upheld.

Michelle Bridget, founding partner of Continuum PR observed that the episode “exposed a gap in Padini’s internal review and sensitivity checks."

"A post that reinforced body shaming should never have passed any credible brand filter. It signalled either a missing escalation process or inadequate content oversight,” she said, adding that every piece of content should go through a multi-layered review, not just for tone and grammar, but for inclusivity and social impact.

"A robust sign-off matrix, cultural-sensitivity checklist, and empowered ‘stop-gate’ are essential to prevent reputational damage before it happens," Bridget added. All three PR practitioners which A+M spoke to also emphasised that prevention begins with internal training. Lee said that every content creator needs to understand that they are “brand custodians,” supported by scenario-based workshops and internal check-ins to help make good judgment a reflex.

Essentially, the idea is not to slow creativity, but help build reflexes that protect the brand’s values in real time.

Bridget added that “training should emphasise empathy, awareness, and consequence, not just algorithms and engagement. Scenario-based learning, internal simulations, and clear escalation protocols can help teams pause and reflect before publishing. The goal isn't to stifle creativity, but to embed accountability."

Balancing fast action with careful judgement

Tan May Lee, partner and executive director at Perspective Strategies, noted that in today’s hyper-accelerated social media environment, teams are often expected, and empowered, to react instantly, but speed cannot come at the expense of judgement. She explained that content approvals should involve a multidisciplinary team capable of evaluating materials across three key areas. This includes content relevance by ensuring alignment with current contexts, sensitivities, and community standards.

Brands should also run checks on creative execution, by evaluating the tone, visuals, and messaging for cultural nuance and appropriateness. It is also advisable to ensure that all social media content reflect the brand's values and resonates with audiences, as a form of market understanding. Tan said: 

While we must avoid stifling creativity or slowing down time-to-market, decisions must be guided by maturity, expertise and accountability. This equilibrium is what differentiates responsible brand behaviour from 'reckless' postings.

For long-term recovery, Lee said that rebuilding credibility will involve integrating inclusivity into everyday operations. “Celebrate real diversity and make it a habit in storytelling, and make body confidence a natural part of marketing decisions. Quiet consistency also matters, and that can be done through visuals, content and everyday tone." She added that ultimately, people don't expect brands to be flawless, but they want to see a brand who owns up, learns, and grows with sincerity.

Bridget also explained that Padini’s next step should be to transform its apology into action, through transparent internal reform, active inclusion training, and genuine engagement with the communities it alienated. "Rebuilding credibility meant showing the lesson learned, such as amplifying diverse body representation in campaigns, reviewing size inclusivity policies, or publicly sharing improvements in its creative process," she said.

The most effective apologies were those followed by proof, when a brand turned a moment of backlash into a movement of better practice.

At the heart of the Padini incident, Tan noted, lies the core value of mutual respect — something that cannot be treated as mere lip service but must be embedded into everyday interactions and organisational culture. "Whilst reviewing their existing internal approval processes, I would encourage brands and organisations to demonstrate a sincere and sustained commitment by exploring gender sensitisation programmes, inclusive workplace policies and social awareness initiatives that support both employees and the wider stakeholder ecosystem."

For brands navigating fast-paced social media environments, fostering this culture of respect is not just good practice, it is essential for long-term trust and credibility.

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