Nike’s internal culture crisis didn’t begin on social media. It began quietly, inside the organization.
Employees raised concerns about harassment and gender bias, but existing channels were seen as ineffective or unsafe. Over time, frustration spilled into anonymous surveys, leaked memos, and eventually public scrutiny.
Leadership wasn’t necessarily malicious—but it was insulated.
This is a classic internal communication failure: assuming silence equals satisfaction.
In reality, silence often signals fear, fatigue, or resignation. When employees stop speaking up internally, they don’t stop having opinions—they just find other platforms.
Nike’s experience highlights why trust is the foundation of internal communication. Tools, town halls, and newsletters mean little if employees believe nothing will change.
Key lessons:
- Listening systems matter more than messaging
- Feedback must be visible and acted upon
- Leaders need unfiltered access to employee sentiment
Internal communication isn’t about controlling the narrative. It’s about preventing the narrative from escaping because no one felt heard.