In January 2018, clothing retailer H&M faced widespread criticism for a racist advertising image on its UK website depicting an African-American child wearing a sweatshirt with the slogan "coolest monkey in the jungle" while the Caucasian kid is wearing a "jungle survivor" sweatshirt.

Customers were furious, and Twitter users blasted the business for failing to show cultural sensitivity. H&M started a campaign to restore the brand's reputation and express regret in the wake of the catastrophe. Additionally, they took anything connected to the incident off their website and social media.

In order to prevent a repeat of this incident, I believe it is appropriate for all businesses to practice cultural awareness while creating advertisements. Understanding the cultural differences and affinities between the target market and the brand's home market is a necessary skill for culturally sensitive advertising.

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