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Describes the phenomenon of political correctness and its effect on the way brand marketers conduct their business. Discusses in detail the effect of this ideology on brand association, brand symbolism, target marketing, promotional messages and brand features; provides case studies. Presents first, a brief discussion of political correctness with a working definition; then the differences between politically correct and politically incorrect brands. Uses the examples of Dakota cigarettes and Stroh′s beer to show how brand symbolism is affected by political correctness. PowerMaster beer, Uptown cigarettes and Nike athletic shoes are examples of politically incorrect target market selection. Benetton is controversial, yet politically correct, as is Ben and Jerry′s ice‐cream, with respect to promotional messages. Fur coats and Barbie dolls have incorrect product features, while The Body Shop has correct ones. Recommendations for brand marketers include two possible strategies: prevention and proaction; or reaction (damage control). Observes that as marketing is a highly visible activity, marketers must act to protect brand equity regardless of their beliefs about the political correctness phenomenon.

“The imperative of political correctness has spread far beyond the humanities departments and law schools where it was born. In many ways — the panic between some politicians and pundits notwithstanding — it has been a good thing, despite flights of excess and episodes of downright silliness.”

Cross-level analysis is a problem for mainstream approaches to organizational behavior, but not for psychoanalytic theory. The reason is that psychoanalytic theory is not so much about behavior as about the meaning of behavior, which is relatively invariant across levels. The Jayson Blair scandal at the New York Times is analyzed at the individual, the group, the intrapsychic, the interpersonal, and the organizational levels. Blair’s behavior and the behavior of the Times toward him are explained in terms of a clash between two ways in which meaning is made: the Oedipal and the anti-oedipal.

In order to answer this question, it will first be necessary to distinguish between political and economic correctness on the one hand, and then between Austrian and mainstream economics on the other.

Purpose – We investigate the antibias norm, “political correctness” (PC), and explore the consequences of the PC norm for group processes and group performance.

Methodology/approach – We define the term PC as it is used in public discourse and distinguish the PC norm from the related antibias norm of color blindness.

Findings – We suggest that the PC norm may play a unique role in reducing a critical type of uncertainty that would otherwise constrain performance, in particular, group creativity and decision making, in diverse work groups. We then explore the controversial argument that being politically incorrect can actually promote freedom of expression.

Originality/value of chapter – We conclude by reflecting on the costs of the PC norm and why the PC norm may remain prevalent in work groups for some time to come.