· Jane Doe · Business Crisis · 2 min read
Turning Crisis Into Connection – The Cathay Pacific “Carpet” Incident
How can a story save a brand during a public crisis? We analyze the Cathay Pacific “carpet” controversy and explore how storytelling can turn fallout into trust.
“Every crisis is a story in the making. The question is: who owns the narrative?”
The Incident
In May 2023, Cathay Pacific found itself at the center of a storm after a viral 31-second recording suggested flight attendants had mocked non-English-speaking passengers. Phrases like “If you cannot say blanket in English, you cannot have it” and “Carpet is on the floor” were reportedly uttered, sparking outrage across Chinese social media. The response was swift: apologies, investigations, and calls for accountability.
The Storytelling Challenge
Crisis communication is about more than facts. It’s about narrative. In this story, three roles emerge:
- The Villain: Perceived discrimination and arrogance.
- The Victims: Passengers, especially those struggling with language barriers.
- The Hero: Could it be the company, if it responds with humility and action?
Crafting a Redemptive Arc
1. Acknowledge the Hurt
Cathay Pacific issued a sincere apology and promised a thorough investigation. This is the “inciting incident” for a new story—one of change.
2. Share the Journey
Transparency matters. Regular updates, sharing what is being learned, and what’s changing behind the scenes brings the audience along for the ride.
3. Lift Up Human Stories
Highlight staff retraining, new language support initiatives, and stories of positive passenger-crew interactions. Make the “victims” heroes by showing how their feedback is leading to real change.
4. Invite the Audience In
Ask for feedback, listen openly, and show humility. The most powerful stories are participatory.
Example: A Path to Redemption
Imagine Cathay’s next chapter:
“After listening to our passengers, we’ve introduced a language empathy program. Our crew now learn key phrases in multiple languages, and we celebrate cultural differences onboard. Because every journey should feel welcoming—for everyone.”
Business Wisdom
A crisis is a blank page. The story you write can rebuild trust, inspire loyalty, and even set a new standard for your industry.
Next up: When a Name Spells Trouble – The Cathay Pacific Misspelling
