Crafting a Response to Cancel Culture
Consumers have long made demands of those they patronize, whether it be universities or consumer goods companies. Walkouts and boycotts have been used for years as ways to express displeasure with the actions of a brand and to try and force policy changes.
But today’s “cancel culture” differs from activism of the past in three important ways: First, it’s driven by social media and the always-on news cycle. Second, it seeks not to just pressure firms or people, but to effectively revoke their ability to operate in a given field. Finally, it can be sparked by a whole host of issues, including personal gaffes from years past.
What is cancel culture?
Despite the term’s buzzworthiness, Pew Research Center found that only 44 percent of Americans were familiar with“cancel culture.” Not surprisingly, that familiarity skews with age: 64 percent of those under 30 know the term compared with only 34 percent of those over 50.
But what is it, exactly?
An exact definition is elusive. Of those familiar with the term, many think that it is defined as holding others accountable. But Pew found that this splits along political ideologies, with more conservatives defining cancel culture as censorship of speech or history and even an attack on traditional American society. That’s the definition you’ll likely see bandied about in more conservative media outlets.
But for brand reputation purposes, this can be defined as demands for accountability with a goal of barring the targeted company or person from current or future opportunities, and reducing their influence. Whether or not such demands are justifiable is another matter entirely.
Is cancel culture just a new form of vigilante justice?
Or is it an effective tool in the fight for equality and transparency? Brands have been justifiably called out over the years for their treatment of workers. We’ve also seen brands taken to task over one angry ex-employee’s Twitter tirade. It’s impossible to peg cancel culture as ‘always good’ or ‘always bad,’ but - no matter how you personally feel about cancel culture - the worst thing you can do if it comes for your brand is to ignore it.
Cancel culture will not be “going gently into the good night.” It’s here to stay, as it is fed by the never-ending online news cycle and the virality induced by social media algorithms. It’s important for brands to pay attention and take immediate action if they find themselves embroiled in such an attack.
What should you do if your brand is under attack?
Let’s be honest- it’s not really a question of if, but rather when, there will be an attempt to cancel most brands, especially those that are in the public eye, making a splash, or growing rapidly. In fact, brands of all sizes are increasingly coming under scrutiny, often pulled into cultural and political issues that are not even related to their business or industry. We’ve seen this happen with companies from Dominion to Wayfair.
Moreover, when every citizen with a smartphone has morphed into a reporter and companies have thousands of employee points of contact, the likelihood of something going wrong - and then going viral - is high.
But how can you defend against these types of attacks?
First, and most importantly, prepare early. Every organization should have a crisis communications plan in hand with key scenarios already mapped out. This includes an ongoing threat assessment of reputation challenges you are most likely to face.
Second, when you do come under fire, you need to identify and understand the situation at hand.
What were the words or actions that landed your brand in this position?
What actions are your critics demanding of you?
Is there merit to any of the accusations?
How do the alleged actions stack up to your missions and brand promise?
Take stock of the situation and gather stakeholders from across your company to talk about strategy. Work with your communications strategists to come up with a response that addresses the issue and sets the record straight.
We’re going to rely on the old adage to make our final point: the best defense is a good offense. Do not hesitate to respond when your brand is called out. Work proactively with your marketing and communications teams to put together a brand story that is honest, comprehensive, and easily shared.
Comsint’s experts have deep experience in preparing proactive communications plans to keep issues at bay, as well as handling crisis responses in real-time. If cancel culture comes knocking at your door, give us a call. We know what to do.