This is how businesses can navigate the cancel culture and keep their brand safe

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 31, 2022, 8:44 AM GMT+0

Cancel culture is the public outrage targeting a brand or an individual celebrity for their public statement or actions.

A PEW research found 58% of Americans say in general, calling out others on social media is more likely to hold people accountable. Additionally, social platforms allow users to publicly call out people and brands when they do or say something offensive or abusive. Last year, renowned brands and personalities, including J.K Rowling and Netflix, faced criticism from netizens due to their actions.

The cancel culture refers to a mass boycott of a brand or an individual personality. Along with public shaming, it can also raise many legal questions. To keep brands safe and avoid being a part of cancel culture, brands must first develop a comprehensive communication policy, mentioning what brand communicators can say, do and what topics they should avoid.

Apart from ensuring a culture of transparency, brands should take consent from an employee or volunteer before using their photography or commenting on social platforms. Though using the brand’s public image and following to support a cause may seem tempting, brands should steer clear of controversies. They should always admit and own up to their mistakes.

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