Cancel culture: a brand guillotine ?

Social media, once a digital playground, has evolved into a court of public opinion where hashtags wield more power than gavels. Cancel culture, with its lightning-speed verdicts and viral executions, is the PR’s nightmare — or salvation.

The question looms large: can brands withstand this relentless tide, or are they destined to drown in a sea of digital outrage?

I. Cancel Culture: Threat or Opportunity?

The power of the digital masses

Cancel culture thrives on platforms like X and TikTok, where moral outrage finds instant amplification. A misstep can spread like wildfire, leaving brands scrambling to respond. The power lies in the sheer scale — millions of voices united under a hashtag can topple even the mightiest corporations. But at its core, cancel culture demands accountability and transparency, pushing brands to align with societal values or face the consequences.

Case studies : 

• The misstep: in 2020, CrossFit CEO Greg Glassman ignited controversy with a tweet dismissing COVID-19 and the Black Lives Matter movement, calling the latter "FLOYD-19." The backlash was immediate and ferocious. High-profile brands like Reebok ended sponsorships, and gyms worldwide disaffiliated from the company. The brand was left grappling with widespread damage to its reputation, forcing Glassman to step down as CEO.

• The redemption arc: Ben & Jerry’s, on the other hand, turned public outcry into advocacy. After criticism for perceived silence on racial justice issues, the company released a bold statement supporting the Black Lives Matter movement. The brand followed through with actionable steps, earning respect for their proactive and transparent stance.

II. Navigating the social media tribunal

Do’s and don’ts for brands:

❌ Don’t dismiss the outrage: ignoring the issue rarely works. Transparency and acknowledgment are crucial in regaining trust.

✅ Do align with your audience: understanding the cultural climate and speaking authentically to your audience can turn criticism into opportunity.

❌ Don’t overcorrect: performative apologies or excessive pandering often backfire, leading to accusations of insincerity.

Social media are both a battlefield and a stage. X, for example, allows crises to escalate with retweets and trending hashtags. Meanwhile, TikTok’s algorithm ensures a scandal’s reach far outpaces the original offense. Brands must master these platforms, not just for damage control but for proactive engagement that aligns with their values.