The term ‘cancel culture’ has pervaded social media in recent years, drawing mainstream media attention and prompting heavy discussion. According to various reports, its prevalence will continue to rise in politics, media, and culture in 2021. But what exactly is ‘cancel culture’?
For the uninitiated, cancel culture refers to a massive loss in support for a person or company due to their controversial views or actions. It often begins on social media, where an initial few outraged reactions can rapidly spread across other platforms. The initial reactions rally support that is usually followed by demands of proper action to be taken by the relevant authorities or an apology from the offending parties. It is also now considered a new wave of social activism. Popular examples include the Black Lives Matter and #MeToo movements.
As the culturally conscious Gen Z and Millennial consumers have risen into positions of economic power, brands are now under closer scrutiny and more likely to be held accountable for their actions and views, especially their environmental, cultural, or societal impacts. The combination of an increasing consciousness among consumers with brand globalisation and social media has created the perfect environment for cancel culture to flourish.
There is a polarising debate surrounding cancel culture: the dissenters feel that it impedes upon freedom of speech while the proponents deem it necessary to speak out against the people in power regarding legitimate issues.
So what does this mean for brands?
A 2018 study conducted by the Edelman Earned Brand showed that “nearly two-thirds (64 percent) of consumers around the world will buy from or boycott a brand solely because of its position on a social or political issue”, with every surveyed country displaying a double digit percentage increase from previous years.
Instances of brands that have been affected are Quaker Oats, who retired the ‘Aunt Jemima’ pancake brand name after it was accused of perpetuating racial stereotypes, Pepsi, for its insensitive depiction of global protests. The once renowned film studio, The Weinstein Company, went defunct after founder Harvey Weinstein was accused by over 100 women of sexual harassment, assault, and rape, sparking the #MeToo movement.
As the general consumer becomes more informed, it is no longer sufficient for brands to stay neutral regarding controversial issues, primarily those concerning human rights, the environmental crisis, and upholding social responsibility. Brands are expected to either speak up against such injustices and take action, or be seen as complicit. Furthermore, there are now groups dedicated to holding brands accountable, so simply making empty promises without action could lead to harsher backlash.