BofA had this to say on Thursday about Lindgren, whose Facebook profile identified her as a personal banker with the company.
“We are aware of an unacceptable post on Facebook,” the BofA page read. “The comments are reprehensible. We have completed our investigation and have terminated the employment of the individual who posted the comments.”
Sadly, there are enough Lindgrens going around that more brands have to worry about being associated with the #racistsgettingfired conversations on Twitter.
When the employees have front-line positions at brands that directly influence consumers’ quality of life, those marketers have more answers they have to provide.
In BofA’s case, its customers want to know:
- What Will the Brand Do After the Apology? “Bank of America,” asks Raslyn Wooten Castile below BofA’s comment, “will you do an audit of the loans of black folks [Lindgren] denied and also check the interest rates of those she approved? And, will you check that any employees she managed or had any input in their reviews were treated fairly?”
- How Will the Brand Ensure This Doesn’t Happen Again? In the case of a Beverly Hills Realtor who made racist comments on Instagram, then got fired in March, commenters on Raw Story didn’t seem to believe that the company was sincere about its commitment to diversity.
— Courageous Convos (@ActsofFaithblog) March 18, 2016
“He was only concerned that it got out,” kkb writes about the boss who fired the Realtor, “because $$$$'s all the same color. I find it hard to believe he didn't know her bigoted nature working with her BEFORE she was exposed.”
Target Marketing reached out to BofA’s Ferris Morrison, with “diversity and inclusion,” who said on Friday night she couldn’t comment beyond the official statement at this time.
What do you think, marketers?
Please respond in the comments section below.