Canceled, Again?

Consumers are steadfast in their desire to prioritize brands that align with their values and, as defined by our Element of Culture, Radical Transparency, demand that brands make their stances on political and social movements clear. A couple months ago, Goya saw huge backlash from Latinx consumers who felt betrayed by the CEO’s public support of Former President Donald J. Trump. Similarly, Jeep has also seen growing calls for the company to change the branding on their Cherokee vehicles, which carry the name of the largest indigenous tribe in the U.S.

The new norm around cancel-culture has forced many brands to position themselves as brand activists and civil servants. Yet, many have failed to recognize the degree of research that consumers are undertaking to confirm whether public statements made by brands are supported by their actions. More than ever, consumers are relying on online vigilante groups that “fact-check” company statements. 

With mishaps bound to happen, consumers are now prioritizing brands that take accountability for mistakes and rectify past behaviors, over those that promise better futures. This new awareness around accountability is shifting peoples away from cancel culture and towards “counsel culture,” where they help brands become more benevolent, coaching them through difficult moments. Though young people and social movements will continue to apply pressure to large corporations, it will be interesting to see how new values around empathy and restorative justice replace punitive justice and cancel culture.

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