After Insta derailment of Mimi Jäger, companies draw consequences
Because Mirjam "Mimi" Jäger got upset about demonstrations on Instagram on Saturday, Swiss Post is ending its collaboration with the influencer. Mobiliar and Philips are also reviewing the relationship with the ex-freestyle skier.
On Instagram, Mimi Jäger railed from her car on Saturday that the demonstrations in Zurich had disrupted the entire daily routine of her and her boyfriend, ex-"Bachelor" Rafael Beutl. "Thank you, dear demonstrators. You pretty much messed up our plans in the city," complains Mimi Jäger. "That's just not cool, Giele," adds Beutl, who wanted to go shopping with his girlfriend. And Jäger replies annoyed: "Now you've slowly demonstrated enough!"
The largest demonstration that took place on Saturday was the "Black Lives Matter" demonstration in memory of George Floyd, who was murdered by police violence in the USA. Over 10,000 people attended the rally in Zurich to demonstrate against racism.
Given the explosive nature of the demonstration and the central social issue, many users on social media reacted indignantly to the couple, who could not understand why the demonstrators were spoiling their shopping trip.
Alerted by a Twitter user to the contentious Instagram story excerpt, several companies that worked with Mimi Jäger as an influencer drew consequences.
The Post terminated its collaboration with Jäger: "We are dismayed because we do not tolerate discrimination of any kind. Diversity and inclusion are part of our DNA, and we are proud of that. (...) We distance ourselves in no uncertain terms from Mirjam Jäger's statements and will no longer work with her in the future."
Mobiliar also announced Monday morning via Twitter that it would review its business relationship with Jäger. "Mobiliar as a company stands for diversity and variety. We will draw lessons from these reactions for future collaborations."
The electronics manufacturer Philips also spoke out "categorically against racism" when asked by the Twitter user - they would "immediately react accordingly".
Ikea reacted in a differentiated manner - the company is also one of the brands that work with Jäger. And will probably continue to do so - which seems understandable in view of the statement published on Instagram:
And Jäger herself? The 37-year-old was the victim of a shitstorm, some of which was in the very lowest drawer - from insults to threats. The pregnant woman, who did herself no favors with her insensitive - and in the eyes of many people also unsympathetic - appearance, spoke up again on Instagram and explained herself in an emotional way.
