Jeff Bezos’ Blue Origin sent an all-woman crew into sub-orbit on its New Shepard rocket ship, but the move came at a PR cost. The billionaire’s company is positioning itself as space tourism for the rich and famous, which appears tone deaf given the current economic climate.
The launch of famous American pop stars like Katy Perry and Bezos’ fiancée Lauren Sanchez was seen as insensitive to consumers struggling with low consumer confidence due to tariffs and recession fears. This move highlights the danger of being out of touch with public opinion in an age of social media, where every misstep is magnified.
Critics argue that the launch reeks of poorly performed virtue signaling, showcasing privileged women on a luxurious vacation while ignoring those who have dedicated their lives to space flight. The PR team likely waved red flags during the launch, and it’s unclear whether they drew inspiration from Apple’s 2024 iPad Pro PR fiasco.
The true test of Bezos’ mission lies in inspiring kids, women, and everyone in between. Unfortunately, Blue Origin lost this opportunity by failing to honor pioneers and underprivileged individuals. The stock market is already feeling the impact, with space flight sentiment tanking along with it.
In conclusion, Bezos’ latest move seems to have fallen flat, highlighting the importance of having a strong brand message that resonates with the public.
Source: https://www.geekwire.com/2025/column-blue-origins-all-female-launch-backfires-in-pr-blunder-as-bezos-is-lost-in-space