In today’s digital age, companies and public figures face the risk of being “canceled” for a variety of reasons. In some cases, it’s in response to something they’ve said or done. In others, it’s the result of viral outrage or fleeting online trends.
Katy Perry was a recent target of cancel culture after participating in the Blue Origin NS-31 mission and for some of the creative choices in her recent tour. Taylor Swift has been canceled for being perceived as “desperate” by releasing music too frequently. And Meghan Markle is canceled almost quarterly for seeking attention or pushing back against media scrutiny.
The reality is, cancel culture is not going anywhere, and it’s continuing to grow. In a 2022 Pew study, 61% of Americans reported they’re familiar with the term, compared to 44% in 2020. During that time, the idea of cancel culture has garnered nationwide attention, with top-tier media outlets publishing op-eds on the topic, and even turning it political. Lately, politicians are using the term as a cultural wedge issue that taps into divisions of free speech, identity, and shifting social norms. Just this past week, under pressure from broadcasters and the Federal Communications Commission, ABC suspended Jimmy Kimmel’s show indefinitely after the late-night host made controversial statements about the assassination of conservative influencer Charlie Kirk.
It’s not just celebrities who are subject to cancel culture. Companies and brands face it too.
The “cancel culture” trend has reshaped the landscape of public perception and accountability. One tweet or a single public misstep can spark backlash and trigger cancellation. As a result, crisis communicators must evolve their strategies to navigate this fast-moving, high-stakes environment with precision and empathy.
Preserving Reputation: Key Strategies
When cancel culture goes to the extreme, a strong response can be a company’s lifeline for their reputation and the future of their business. To successfully navigate a crisis and preserve reputations, companies should consider these key strategies:
- Act swiftly: If a situation occurs, take action as soon as possible. In the age of social media, crises move quickly, and audiences expect a swift response. Organizations that can recognize the crisis promptly are ahead of the game.
- Own up and apologize: In cases when it’s clear the company made a mistake orwas in the wrong, admit to the mistake and apologize. By taking responsibility, companies prove they’re open to change.
Pepsi—a reputable and well-loved brand—got it right. When it partnered with Kendall Jenner for an ad depicting a social movement protest, the company faced backlash for appropriating protest movements. By immediately pulling the ad and releasing an apology, Pepsi’s swift response contained the crisis and steered the narrative back under control. Eight years later, Pepsi’s brief crisis is a textbook example of an appropriate crisis response.
- Be sincere: While apologizing is often a correct course of action, simply saying the words, “we’re sorry” is not enough. Any apology must also be sincere. Companies need to explain what they are apologizing for and should never lead with, “I’m sorry you feel that way.” Explaining why they are in the wrong shows they’ve learned and demonstrates remorse.
In 2017, United Airlines faced intense outrage after a passenger was violently dragged from an overbooked flight. Instead of expressing remorse, the airline cited the incident as “re-accommodation,” lacking sincerity and empathy. For a situation involving physical harm, minimizing the crisis was a colossal mistake.
Lessons to be Learned
While a crisis response plan is a great first step to navigating cancel culture, it doesn’t guarantee success. Messaging and response strategies can determine how the crisis unfolds. To respond effectively, companies should be mindful of the following:
- Actions matter too: An effective crisis response requires alignment between the message and actions, showcasing that the company is taking the crisis seriously.
- Inconsistent messaging: In a crisis response, consistency is key. Shifting between conflicting messages only creates confusion and distrust. Companies should focus on a single, clear message to quickly rebuild consumer confidence.
In 2023, Bud Light was “canceled” – mainly by its conservative consumers – for partnering with Dylan Mulvaney, a trans woman influencer. The company initially voiced support for LGBTQ+ rights but failed to stand by Mulvaney, leadingto backlash from liberal consumers. Bud Light’s inconsistent messaging and inaction highlight the importance of clear messaging and decisive action during a crisis.
- Act on defense: To regain audiences’ trust and rebuild reputations, companies should avoid denying guilt and employing defensive actions. This misstep creates greater distrust and escalates the crisis.
Cancel Culture: The Final Word
While cancel culture continues to draw criticism, the reality is clear: every word, action, and misstep is under a microscope. Companies and public figures face relentless pressure to maintain pristine reputations, and they must carefully curate their messaging to avoid public backlash. Crisis communications and crisis response plans are pivotal to navigating cancel culture, helping companies stay ahead of the curve by developing strategic messaging that anticipates risk, protects reputations, and ensures leaders are prepared to respond with clarity and confidence. With the right preparation, navigating even the toughest moments becomes a whole lot easier.