A seemingly harmless meme has enflamed the pits of female geekdom fury everywhere. Self-proclaimed “geeky” online clothing retailer Black Milk celebrated the beloved “Star Wars” holiday of “May the Fourth Be With You” on May 4 by posting a meme to their Facebook page that compared the expectation of looking like a geeky goddess with the reality of looking like Amy Farrah Fowler from “The Big Bang Theory.”
It didn’t take long for Black Milk’s audience of young, female sci-fi fanatics to bring an onslaught of criticism to their Facebook page, proclaiming the meme was sexist and highly offensive to their female customers.
But the Black Milk team wasn’t about to let the haters get them down! How could any customer dare call a “Big Bang Theory” reference offensive? Black Milk instead chose to add fuel to the firey pits of women fury and post a statement: “To those saying that this is hating, bullying, body-slamming and misogyny- that’s just wrong!” To take it up another notch, they took the defensive strategy of blocking members from their Facebook page and deleting any unsupportive comments left on their posts. (An account of BM’s posts are detailed by one consumer here.
Shocker: Blatantly calling the customers’ opinions wrong did not rectify the situation. At that point, it wasn’t so much the meme itself but rather their appalling idea of “customer service” that continued the onslaught of negativity on their Facebook page.
Not until May 6 did the backlash from customers become too much for the Black Milk team, and they chose to wave their white flag by issuing an apology, stating, “The senior management at Black Milk take full responsibility for the post and the way complaints following the post were handled.”
Now that the dust has settled, what do you think was Black Milk’s biggest offense: a sexist meme or poor customer service?