In 2024, we are going to do everything possible to stay off the Gen Z hit list. It is very easy for brands to get cancelled, and marketers need to do everything to make sure that they are not the reason their brands are getting cancelled.
Navigating the 'cancel culture' can be challenging, but don't worry because we've got you covered!
Continue reading as media update's Saads Abrahams breaks down the ins and outs of cancel culture.
What is cancel culture?
So let's first take a look at
what cancel culture is.
Dictionary.com defines cancel culture as "the phenomenon or practice of
publicly rejecting, boycotting or
ending support for particular people or groups because of their
socially or
morally unacceptable views or actions."
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Not all negative
While many people
view cancel culture as this negative thing, in some cases, it's actually
helped bring about
social movements, such as the "
#MeToo" — "a global and survivor-led movement against sexual violence [that is] dedicated to creating pathways for healing, justice, action and leadership."
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Why cancel culture exists
We live in a time when
consumers are more conscious of the social and political issues surrounding them. So,
when a brand cares about these issues,
consumers are more likely to
support them, as they share the same values.
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Here is how you can avoid being cancelled:
More action, less talk
Every brand has values, and it's not enough to just say you have these incredible values. You need to act on them — through the culture of your organisation and the actions you take.
For example, if your brand states that it cares about the environment but doesn't use renewable plastic in its packaging,
customers are likely to notice this and call you out for it.
Your brand should substantially reflect its values and ethos, both externally and internally.
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Be mindful
A great way to avoid being cancelled is by
being mindful of your marketing practices. This can be done in numerous ways — such as:
- promoting social issues
- having moral business conduct, and
- implementing eco-friendly practices.
This is a great marketing technique; it shows your customers that you don't just care about selling a product but that you actually care about their well-being and their interests.
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Pay attention to your partnerships
We all know that collaborations with influencers and other brands are a great way to generate hype and create buzz. However, if you are looking to not get cancelled, then you need to pay attention to who you are partnering with.
If you happen to partner up with a brand or influencer who
does get cancelled
during your collaboration, you need to be
prepared for this. And this is how:
- Have a contract in place.
- Take ownership.
- Issue an immediate response to the scandal and your stance on it.
- End your partnership.
- See what your brand can do on your side for damage control.
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Stay updated
The Internet is literally at our fingertips. There is no reason that any brand can play ignorant and pretend that they aren't aware of any major social or political issues that are plaguing the world.
Make sure you have someone on your team doing
constant research on what is happening online and in the world,
what is trending and
why it's trending.
Being prepared can help you
stay relevant and avoid being cancelled.If there is a major issue that is currently happening, and you choose to not take a stance on it at all, some people might feel that your brand is complacent in the issue and should be cancelled.
However, that is still a safer route; just know that if your brand does decide to take a stance, it will probably still experience some backlash no matter what side you choose.
So, at the end of the day,
stick to what you truly stand for. It makes actively standing up for something that little bit easier,
always.
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What are your thoughts on cancel culture? Let us know in the comment section below.
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