How social, influencer and PR teams can navigate “cancel culture”

Insights from Gabrielle Zucker, CEO; Jess Spar, SVP, Head of Social Media + Influencer Marketing; and Natalie Goenaga, Director, Social Media + Influencer Marketing

TL;DR: Cancel culture now extends beyond calling out egregious celebrity behavior to also scrutinizing brand and influencer actions. Speaking on social issues can be a double-edged sword; as social media and PR teams continue to grapple with conflicting opinions on corporate activism, we know at minimum that we must stress the importance of authentic words backed by meaningful action to avoid performative backlash. Navigating this landscape requires communicators to stay informed, agile and prepared for anything.

Although the concept of “cancel culture” is certainly nothing new, it’s a phenomenon that continues to evolve.

With its roots in the #MeToo movement, cancel culture is often thought to concern celebrity misconduct; however, brands, executives and influencers are increasingly finding themselves in the crosshairs, and with 2024 expected to be a year of worldwide geopolitical tension, we’re bound to see this trend worsen.

While cancel culture was once a response to unspeakable acts, the lines have blurred. Case in point: speaking out (or not speaking out) on social issues. From global crises to local tragedies, communicators today are no stranger to sensitive situations. Despite this, not all comms professionals navigate these moments properly.

Make no mistake — it can be powerful for brands or influencers to take a stance and champion a cause, but only when it’s intentional. As we’ve seen time and again, the wrong message (or a forced message) is bound to do more harm than good; audiences now hold more power than ever before, and they’re becoming better and better at assessing authenticity.

Additionally, social, influencer and PR teams each need to take unique approaches to successfully navigate the nuances. Read on for some timely insights from leaders on our social, influencer and PR teams.

What Social Media Teams Need to Know

With social media increasingly used for activism, brands are continuing to feel pressure to speak on social issues — including ones that aren’t aligned with their values.

Despite this sort of peer pressure that persists, a survey from Morning Consult found that 53% of U.S. adults said corporations should not get involved in political or cultural issues, while a survey from Pew Research shows that over 75% of U.S. adults think that social media makes users feel they’re making a difference when they really aren’t.

Yet, many brands are still faced with a classic “lose-lose” scenario, especially as growing numbers of Gen Z and millennial Americans support brands taking a stance, according to Morning Consult.

Backlash is deserved for botched statements, but often, it’s a result of the “echo chamber” nature of social media. With the instant gratification that many users seek, a climate of trolling and herd mentality has spread across platforms, causing some brands to be more concerned about appeasing part of their audience than making a meaningful change.

“Brands should use their voice to speak up for what they believe in, to help amplify causes that matter to them — but only if they choose to,” said Jess Spar, senior vice president of social media and influencer marketing. “There should be freedom of speech, but also the freedom to be silent. Maybe it’s OK that your favorite underwear brand doesn’t have a stance on the geopolitical nuances of a worldwide humanitarian crisis.”

What Influencer Teams Need to Know

In 2020, a tumultuous year marked by political unrest, lockdowns and a surge in online activity, many influencers began to find themselves at the center of a cultural shift. The demand for authentic content skyrocketed, and influencers began to face heightened scrutiny of their actions — both online and offline; both past and present.

The repercussions of this were swift and severe for some influencers, and with the absence of a clear rulebook, those affected were left scrambling. Brands hastily disassociated themselves from “canceled” influencers, but as we transitioned into 2023, a subtle transformation occurred in the influencer ecosystem and audience perception, giving way to what’s now known as "accountability culture."

Essentially, accountability culture is seen as the antidote to the black-and-white nature of cancel culture, acknowledging that public figures are also humans. Rather than setting out to ruin one’s career, accountability culture aims to educate those who make mistakes and allow the space for genuine growth.

“In an accountability culture, influencers are presented with an opportunity for accountability and change in the eyes of a more forgiving audience,” said Natalie Goenaga, associate vice president of social media and influencer marketing. “The narrative is shifting, and influencers are now more encouraged to acknowledge mistakes, take responsibility and actively create change.”

What PR Teams Need to Know

Of course, PR pros know that words can be very powerful. They’re especially powerful for brand leaders, who have an opportunity in times of conflict to create unity.

But as powerful as words are, they mean nothing without action.

In their words and actions, communicators must always consider what’s authentic to their company's ethos and values. Specifically, they should always ask these questions:

• Has your brand been vocal on social issues in the past?

• Does your brand have a history of supporting marginalized communities?

• How is your brand supporting the cause?

• How is your brand supporting staff? 

“There's absolutely no value in a brand speaking up if it's purely performative,” said Gabrielle Zucker, chief executive officer. “In today's climate, there's always the threat of backlash, which is why you have to believe in and stand by what you're communicating as a brand. If it's truly authentic to your brand values and there's action behind it, you've already mitigated the lion's share of the risk.”’

Communicating with Confidence

As the landscape is constantly changing, it’s imperative to stay on top of the latest cultural shifts while considering the unique nuances at play. Equipped with a strong team and a well-informed playbook, both brands and influencers can navigate cancel culture with confidence.

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