It Ends with Us

Marketers Have A Responsibility To Not Cause Harm

There’s been a lot of talk about the movie It Ends With Us over the past few weeks, with lead actors Blake Lively and Justin Baldoni filing lawsuits against each other. While the lawsuits center around harm each is accusing the other of causing, not enough people are talking about the potential harm elements of the actual film could potentially cause to viewers.

The movie is based on the popular book with the same name, It Ends With Us. Baldoni, the director, previously said that he wanted the movie to tell the story from the female gaze. The story is about a woman who falls in love with and marries a man, only to later realize she is in a physically abusive relationship.

The Scene in Question

Late in the movie, the character Lily, played by Blake Lively, asks her abusive husband Ryle, played by Justin Baldoni, for a divorce. In the scene, this conversation takes place while Ryle is holding their newborn daughter.

Reactions from Viewers

Commenters on this scene across platforms had negative reactions, all for similar reasons. Their point of view: the scene and scenario are extremely unrealistic.

One commenter on the YouTube video wrote, "I’d never ask for a divorce while my abusive husband is holding my newborn."

Another said, "No way this conversation would happen with an abusive partner."

And yet another shared, "If only abusive spouses had the ability to self-reflect and be accountable… this is so ridiculous and insulting to any woman (or man) who has ever been emotionally, mentally, or verbally abused."

The Importance of Authenticity

What the slew of comments boils down to is that whoever wrote this scene didn’t have a solid understanding of what domestic violence actually looks like, particularly through the lens of the person being abused.

A Responsibility to Not Cause Harm

When we’re creating campaigns and content, it can be easy to get caught up in the stories we want to tell. But the stories we tell and the narratives we uphold can and often do have real implications for the people who will be on the receiving end of our work. Marketers have a responsibility to not cause harm.

How to Avoid Making the Same Mistake

This disconnect between what is depicted in media and marketing, and in reality is common. To avoid consumers uniting in their opinion that you don’t really understand them, it is important to focus on approaches that prove you have a deep degree of intimacy with the people you want to serve.

This starts with research and insight development. But that shouldn’t happen from formal market research studies alone. Often, critical nuanced insight comes from spending time with people who are part of the communities you want to serve. At a minimum, people on your team could accomplish this goal through listening and observing conversations the community is having.

Conclusion

The reaction video and commenters are attempting to prevent anyone from being harmed due to an inauthentic depiction of what it can be like trying to leave an abusive relationship. Marketers should take note of the harm that can be caused by inauthentic representation and strive to create content that is respectful and accurate.

Frequently Asked Questions

Q: What is the main point of the article?
A: The main point of the article is that marketers have a responsibility to not cause harm and to create content that is respectful and accurate, particularly when representing vulnerable or underrepresented communities.

Q: What is the issue with the scene in the movie It Ends With Us?
A: The issue with the scene is that it is unrealistic and inaccurate in its depiction of domestic violence, which can be harmful to viewers who have experienced similar situations.

Q: How can marketers avoid causing harm in their content?
A: Marketers can avoid causing harm by doing research and gathering insights from the communities they want to serve, and by collaborating with members of those communities to create authentic and respectful content.