Earlier this month the British charity Women’s Aid said that, should the allegations against Depp prove true, Dior should sever its relationship with the brand.
But brands do not welcome celebrity endorsers who are likely to express their views on non-commercial issues.
Whereas brands could once tightly control the messaging, says Greene, they now have to deal with several streams of commentary.
In some instances, the importance for celebrities to maintain credibility with their audience is more important than their allegiance to sponsors.