In the tempest of cancel culture, where tweets become tidal waves and reputations hang in the balance, brands must learn to calm the waters.
Out of roughly eight billion people on our planet, around 5.44 billion are connected to the internet and 5.07 billion engage on social media. This makes today’s world a hyper-connected hub where thoughts and opinions are abundant. At such a time, a single misstep in a marketing campaign can trigger a swift and relentless backlash.
The emergence of cancel culture, fueled by social media, has rewritten the rules for brand behavior. Today, brands are expected to navigate with unprecedented sensitivity, transparency and accountability. The stakes are high, and failing to meet these expectations can lead to severe repercussions, including damaged reputations and steep financial losses. But the good news is that there are clear strategies that can help brands steer clear of the chaos of cancel culture.
Be culturally sensitive
Cultural insensitivity is one of the most common traps that can lead brands into the crosshairs of cancel culture. For brands with global reach, it’s crucial to understand and respect a diverse landscape of beliefs, traditions and values. Missteps here can lead to being labeled as tone-deaf or even outright offensive.
H&M’s “Coolest Monkey” incident
Image from The New York Times
In 2018, H&M faced global outrage after releasing an ad featuring a black child wearing a hoodie with the phrase “Coolest Monkey in the Jungle”. This sparked accusations of racial insensitivity, which exploded across social media. High-profile celebrities like The Weeknd and G-Eazy cut ties with H&M, and protests erupted in South Africa, leading to the temporary closure of its stores there.
The financial fallout was severe: H&M saw its stock plummet to its lowest since 2005, as reported by Bloomberg. Its profit fell 62% in the first quarter of 2018 amid a backlog of unsold clothing worth more than US$4 billion.
How H&M handled this
In response, H&M apologized and promised to review its internal processes to avoid similar mistakes. The Swedish brand’s official statement said, “We have got this wrong, and we agree that even if unintentional, passive or casual racism needs to be eradicated wherever it exists.”
It also reviewed its leadership as part of its damage control efforts, including appointing its first Global Manager for Diversity and Inclusiveness, Annie Wu, to ensure better cultural sensitivity in future campaigns.
Respect social contexts
To capture people’s eyeballs, many brands may be tempted to quickly tap into the latest news or debates for their marketing campaigns. While leveraging current events might help boost SEO and draw clicks, it could also spell danger for brands, especially when the content draws from socio-political movements. Without careful planning, such a strategy might be seen as belittling the very struggle they reference.
Pepsi’s 2017 ad
Image from The New York Times
In 2017, Pepsi released an ad featuring Kendall Jenner meant to convey a message of unity and peace. However, the ad was widely criticized for trivializing serious social justice movements, particularly Black Lives Matter. The ad depicted Jenner handing a can of Pepsi to a police officer, which many viewed as a tone-deaf attempt to dismiss the struggles faced by protestors.
Irked by this ad, Bernice King, Martin Luther King Jr.’s daughter, posted a photo of a past protest on X, showing her father in conflict with police officers, with the caption: “If only Daddy would have known about the power of #Pepsi.”
How Pepsi handled this
Pepsi quickly pulled the ad and issued an apology. Its official statement said, “Pepsi was trying to project a global message of unity, peace and understanding. Clearly, we missed the mark and apologize. We did not intend to make light of any serious issue. We are pulling the content and halting any further rollout.” This quick action helped Pepsi mitigate long-term damage to its reputation.
And finally, walk the talk when it comes to the environment
Now more than ever, actions speak louder than words. Consumers expect brands not only to talk about social and environmental issues but also to take meaningful action. When brands fail to live up to their promises, they can quickly find themselves at the center of cancel culture.
Volkswagen’s Dieselgate scandal
Dubbed the “diesel dupe”, automobile giant Volkswagen was embroiled in one of the biggest environmental scandals in automotive history. In 2015, the Environmental Protection Agency (EPA) found that 482,000 VW diesel cars in the U.S. had a “defeat device” that manipulated emission tests. This software in diesel engines was designed to detect when the cars were being tested to change the performance of the vehicles and improve the test results. This emission test cheating allowed cars to appear more environmentally friendly than they actually were.
Once caught, VW had to recall 8.5 million, 2.4 million, 1.2 million and 500,000 cars from Europe, Germany, the UK and the U.S. respectively, experiencing a loss of over US$30 billion in fines and damages.
How Volkswagen handled this
Volkswagen has since launched a massive campaign to regain public trust, including a heavy investment in electric vehicles and rebranding itself as a leader in sustainable mobility. While the company’s image was tarnished, its commitment to rectifying the issue and shifting towards more environmentally friendly technology like e-mobility helped to gradually restore its reputation.
Navigating cancel culture
The rise of cancel culture has made the marketing landscape more challenging but also more lucrative for brands willing to engage authentically with their audiences. Avoiding the chaos of cancel culture requires brands to be proactive, culturally aware and true to their values.
As demonstrated by the examples above, the cost of a misstep can be swift and brutal. Yet, the shocking truth is that cancel culture isn’t just a reaction to bad behavior—it’s a demand for better behavior. It’s a call for brands to actively contribute to a more inclusive and responsible world.
In the end, those who heed this call, understand the power of their platforms and use them wisely will not just dodge chaos but flourish in this new landscape. Brands that ignore these lessons do so at their peril, risking their reputation and their very survival in an increasingly conscientious market.
Also read:
- Marketing or Madness? A Look At the Top 4 Most Bizarre Balenciaga Products
- Why are Brands Breaking Up With Social Media?
- How to Turn Negative Customer Reviews into Positive Brand Growth
Header Image from Freepik
