Can Microsoft Salvage Avowed Before It’s Too Late?

The gaming community is abuzz with discussions about Avowed, but beyond the chatter lies a critical issue: a team member's social media activity and its repercussions.

While freedom of expression is fundamental, employees represent their organizations, and their public statements can significantly impact the company's image. In this case, Avowed's Art Director, Matt Hansen, engaged in a public exchange with Elon Musk regarding the game's inclusion of pronoun options, which ignited controversy.

Such incidents can lead to allegations of discriminatory practices, as seen with claims against Hansen concerning hiring biases.

These situations not only tarnish the company's reputation but also expose it to potential legal challenges.

In today's interconnected world, an employee's social media conduct can swiftly influence public perception. Studies indicate that 47% of consumers expect brands to take a stand on social issues, and 91% of employees believe their company's purpose makes them feel aligned with their workplace.

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Therefore, unchecked personal opinions can lead to public relations crises and affect nor only employee morale but also jeopardize their jobs with opinions they might not even agree with.

Microsoft, as Obsidian's parent company, operates globally, including regions where such controversies are particularly sensitive. Addressing these issues promptly is crucial to maintain brand integrity and stakeholder trust.

To mitigate further damage, Microsoft should consider the following steps:

1. Immediate Action: Investigate the situation thoroughly and, if necessary, take disciplinary measures to uphold company policies.
2. Public Apology: Issue a statement acknowledging the issue and outlining steps to prevent future occurrences.
3. Policy Reinforcement: Reiterate social media guidelines to all employees, emphasizing the importance of aligning personal conduct with core company values.

The AAA gaming industry's recent struggles highlight the importance of focusing on core business objectives and avoiding divisive issues. By maintaining neutrality and ensuring employees do the same, companies can safeguard their reputation and profitability.

While personal expression is a right, employees must recognize their role as brand ambassadors for the whole community not just the side they agree with. Companies like Microsoft need to enforce policies that prevent individual actions from jeopardizing the collective success. The current trends are clear to see except those that seem to be in charge, AAA Gaming is not dead, They're currently not profitable and won't be profitable till their leadership addresses the problem and stop worrying about what people think because nobody cared in the first place.

At the end of the day, companies exist to make profits. In this climate, having a team member who antagonizes a significant portion of your customer base is a recipe for disaster. If Microsoft doesn’t take swift and decisive action to resolve this before it gains more traction, they risk not only Avowed but the entire brand taking a hit.

We’ve seen this happen time and again across industries. The AAA gaming sector is already struggling, and the solution is simple: stay out of divisive debates. Ensure that anyone working for you adheres to this principle and make it clear as a company that you’re not engaging in the discourse.

I don’t know who told companies or CEOs that customers care about their personal political stances, but it’s clear from declining sales across the board that it’s not a winning strategy. If that hasn’t sunk in by now, it likely never will.