Cancel culture and what brands should be doing

Good morning!

As people and marketers, we live in an increasingly polarized world. Brands are struggling to stay relevant, avoid being affected by generation woke, and cancel culture.

In fact, 58 percent of U.S. adults say in general, that calling out others on social media is more likely to hold people accountable. 2021 saw major celebrities and brands like J.K Rowling, Ellen DeGeneres, Netflix, L’Oréal, and McAfee face the wrath of netizens due to their actions, either intentional or unintentional – this was cancel culture in full throttle.

So while marketers are already plagued with performance pressure and limited resources, how can they keep their brand safe from being canceled? What are some ways to do damage control and recover brand image?

Ann Smarty dives into understanding the crux of this phenomenon and how brands must safeguard their reputation and identity online.