Readers may be surprised — or not — to learn that a new report named Kim Kardashian as the riskiest choice to hire as a brand spokesperson.
The New York Post’s Page Six reports that the 37-year-old reality star received the “honor” in a report on celebrity endorsements by the data-driven research firm Spotted.
The marketing firm is quoted saying: “Even though Kim Kardashian supports over 22 charities and causes, she lacks consumer trust and is perceived risky among consumers.”
“Spotted calculates a celebrity’s ‘risk score’ by factoring in their past offensive behavior, political views and public scandals, along with how long it took for the star to bounce back from poor PR and the probability that similar polarizing incidents will occur again,” The Post reports. “In Kardashian’s case, the firm pointed out the beauty entrepreneur’s multiple social media controversies, including her defense of makeup vlogger Jeffree Star’s racist comments in 2017 and the sexy Instagram photo Kardashian recently shared that was snapped by her 5-year-old daughter, North West. Both, according to Spotted, constitute ‘inappropriate public behavior.’”