Cancel Culture & Brands: What to Know Before You Speak (or Stay Silent)
In today’s digital world, a single post, ad, or misstep can ignite a firestorm. Brands are no longer just selling products—they’re expected to take stands, respond in real time, and read the cultural room… perfectly.
Welcome to the age of cancel culture.
While some see it as a necessary form of accountability, others argue it creates a high-stakes environment where one wrong move can spark backlash. For brands, it raises real questions: What do we speak up about? What if we get it wrong? Can we bounce back?
What Is Cancel Culture—Really?
“Cancel culture” refers to the public call to boycott or disengage from a person, company, or brand after a perceived misstep—often tied to social, political, or cultural issues. In some cases, it stems from real harm or negligence. In others, it's about inconsistency between what a brand says and what it does.
Social media fuels the speed and scale of cancellation. Screenshots spread. Commentary snowballs. Brands can go from beloved to “over” in hours.
Why It Matters for Brands
Today’s consumers—especially younger generations—care deeply about brand values. They expect companies to:
- Be transparent and ethical
- Support social justice or sustainability
- Align words with actions
Fail to meet those expectations, and you risk losing trust. But here’s the nuance: brands can be “called out” for both speaking too soon or not at all. Silence isn’t always neutral.
A Few Real-World Examples
- Nike faced backlash and praise for its Colin Kaepernick campaign. The controversy led to a spike in sales and brand loyalty among its target demo—proving that taking a stand can deepen audience connection, even if it divides opinion.
- Bud Light faced criticism from both sides of the aisle after partnering with a trans influencer—then backing off in response to conservative backlash. The result? No one was happy, and the brand became a case study in what happens when you try to please everyone—and end up pleasing no one.
- Poppi, the prebiotic soda brand, earned massive buzz during the 2025 Super Bowl by sending custom vending machines to influencers’ homes stocked with their product. It was a playful, PR-savvy move—but it also walked a fine line. Some saw it as brilliant branding, others as excessive in a moment when brands are scrutinized for waste and optics. The takeaway? Even feel-good campaigns can draw critique in the cancel culture era.
How Brands Can Navigate Cancel Culture
Here’s what smart, future-facing brands are doing to stay grounded—even in a reactive climate:
-
Have Clear Brand Values (and Actually Live Them)
Don’t wait for a crisis to define what you stand for. Build internal alignment around values before you're in the spotlight. -
Think Long-Term, Not Just PR Spin
Quick apologies or reactive posts can feel performative. Long-term changes (in hiring, sourcing, giving) show sincerity and commitment. -
Be Consistent
Don’t post about climate change and then launch a waste-heavy campaign the next week. Audiences notice inconsistencies—and call them out fast. -
Listen Before You Speak
If you’re responding to a cultural moment, take time to understand the issue. Rushing to say something just to “join the conversation” can backfire if you get the tone or facts wrong. -
Own Mistakes (When They Happen)
Getting it wrong doesn’t always mean you're canceled. Brands that acknowledge mistakes with honesty and show steps toward change often earn more respect than those who ignore or deflect.
So, Should Your Brand Speak Out?
There’s no one-size-fits-all answer. But the question isn't just “Should we say something?”—it's “Do we have something meaningful to say?”
And more importantly: Are we doing the work behind the scenes to back it up?
Cancel culture may feel like a trap, but it’s also a chance. A chance to listen, improve, and show your audience what you’re really about.
AMZG is a women-founded, award-winning boutique agency that specializes in press/PR, advertising, and social media management. Let us show you how to make your brand stand out in a competitive market. Contact us at hello@amzg-agency.com.