In today’s digital world, where social media and online news outlets dominate our everyday lives, cancel culture has become an influential force that can make or break a brand’s reputation in a matter of hours. Fuelled by public outrage, it can hold companies (and individuals) accountable for their actions and decisions. And while some say this kind of online activism helps create a fairer society, one thing’s for sure: avoiding becoming the next target is no easy task.
As a specialist PR and communications agency, we know a thing or two about managing messaging and reputations carefully, so read on to delve into exactly what cancel culture is, and how you can avoid being the next victim!
What is cancel culture?
Cancel culture is a form of online backlash where people call out a person, brand or organisation for saying or doing something considered offensive. The fallout often includes public shaming, boycotts, and memes that go viral faster than you can say “oops”. It’s turbocharged by social media, where hashtags and trending posts amplify the outrage, and by the rising popularity of digital media, sharing news far and wide across the online world.
It’s also a bit of a minefield. Some people see it as justice — holding the powerful or popular accountable. Others say it’s a digital witch hunt, where consequences don’t always match the crime. For some, it’s a megaphone for marginalised voices. For others, it’s an assault on free speech. Whichever way you look at it, one misstep can land a brand in the hot seat.
Why Cancel Culture matters to brands
These days, brands know that a strong digital presence is everything – both through social media platforms and digital PR. But cancel culture can undo all of that hard work in a heartbeat. It can erode trust, dent sales, and drive once-loyal customers into the arms of competitors with shinier reputations and stronger ethics.
It doesn’t stop there — employees are affected too. If a brand gets ‘cancelled’, staff morale and retention can take a hit, especially if employees don’t feel the company handled things well. And with the speed at which news spreads (thanks, TikTok!), brands have to react faster than ever before, without making things worse.
How can brands can avoid being cancelled?
1. Set your moral compass.
Create a clear set of brand values and ethics—and live by them. Be proactive about diversity, equity and inclusion (DEI), and invest in training to make sure your team knows their microaggressions from their macro mistakes. This blog on building brand purpose could be a good place to start.
2. Stay socially switched-on.
Keep your finger on the pulse. Track conversations around social issues, monitor what’s being said about your brand, and spot potential problems before they blow up. Using social listening tools (like Meltwater, Brandwatch or even just Google Alerts) can help you stay one step ahead.
3. Choose your friends wisely.
Before partnering with influencers or other brands, do your homework. Make sure they align with your values — because if they mess up, it’s your name on the line too. Run content through several approval stages to avoid tone-deaf slip-ups. Work with an external influencer marketing expert (like us!) to ensure you’re working with the right people, in the right way.
4. If a crisis hits, own it.
Say sorry (properly), show empathy, and explain the steps you’re taking to make things right. Don’t go quiet or get defensive — that’s the worst thing you can do. And if you need help, that’s exactly what PR agencies like us are for. We know how to steer the ship through choppy waters with smart messaging and strategic advice.
5. Talk to your people.
Engage in real conversations with customers and critics alike. Take feedback on the chin and show you’re willing to change. It goes a long way.
6. Build your ride-or-dies.
Create a community of loyal customers and brand advocates who’ll stick with you through thick and thin. If a storm hits, they can be your loudest defenders.
Cancel culture is a complex force in today’s digital PR landscape and brands must tread carefully and be proactive to avoid being affected by it. By prioritising ethical conduct, engaging with online communities, and responding thoughtfully and quickly to crises, a brand’s reputation can be more effectively protected.
Don’t get cancelled – we can help!
Need help navigating a crisis? Or better yet, want to avoid getting cancelled in the first place? At Honest Communications, we build and deliver strategic campaigns to ensure your messaging lands every time. Whether you’re launching a new product, have a company story to tell, or simply want to raise your brand profile, we can help do so effectively. Get in touch to chat with us!
