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.

To learn more about how our experts guide brands through communications challenges, check out our services here.

Decoding 2024’s Communications Landscape

Insights by Gabrielle Zucker, CEO and Dara Cothran, Executive VP of Global Strategy + Insights

TL;DR: 2024 promises innovation and transformation. Comms teams can expect a focus on strategic decision-making amidst economic uncertainty, as well as an emphasis on PR measurement beyond coverage to business impact. AI, having gained momentum in 2023, will enter the PR mainstream and communicators should leverage new tools, thoughtfully. Additionally, there will be a shift towards further prioritizing customer experience and adapting communication strategies to evolving generational perspectives.

If we thought 2023 was a transformative year for communications, the year ahead is primed to have even bigger breakthroughs and controversies. Of course, the rapid progression of technology — namely generative AI — has a major influence on shifting trends, but a plethora of other factors are also at play.

What do comms professionals need to be most privy to in 2024? Read on to learn our predictions on the trends that will shape the next 12 months.

The Year of Strategy and Selectivity  

With continued economic uncertainty and increased pressure on executives, organizational decision-makers will be more selective than ever with their marketing/comms budgets. 

For agencies, remaining relevant will hinge on access and connectivity to executives in order to create new offerings that impact business objectives and solve problems. Agencies will be operating on more of a consultancy model with a premium emphasis on strategic advisory. 

In that vein, PR measurement will no longer escape scrutiny as it becomes more important to find better ways to demonstrate our impact on business goals and imperatives. Outputs like impressions, engagements and message delivery will continue to be minimum measurement criteria, but the agencies who set themselves apart will connect those metrics to outcomes and business impact.  

“Leveling up our measurement programs beyond basic KPIs like impressions is non-negotiable – it requires strategic planning and clients who are strong partners in the process. Client relationships will be more critical than ever, as we’ll need them to advocate for access to integrated data and be a true partner in telling a more holistic measurement story. Given the potential recession and global economic headwinds we’ll likely be facing in 2024, these proprietary measurement programs, tied directly to business outcomes and impact, will be the best way for clients to justify their budgets and grow their teams.” - Gabrielle Zucker, CEO, KWT Global 

AI Becomes Table Stakes 

As evidenced by ChatGPT being named 2023’s fastest growing brand, AI had a transformative year and is primed to enter the mainstream in our industry. 

AI can help communicators advance existing skills like pitching (e.g. tools like PRophet) to be faster and more targeted, or measurement to help glean additional insights and trends. It can also help communications teams increase productivity, unveil insights and spark creativity – if used correctly.  

That said, and as capable as AI is, the empathy required to identify unique human truths still seems beyond its reach. It can take us where we need to get faster, it can help us to measure the impact of our work more accurately, and it can ideate and strategize – but only with the proper prompts. 

Regardless, the longer professionals wait to trial and engage with AI tools, the farther they will fall behind their colleagues.  

“AI experimentation is happening at a rapid pace and clients, rightfully, expect agencies to incorporate AI into their tech stacks and processes. By the end of 2024 we may see a significant gap between the agencies who are leveraging AI in smart ways to enhance their offerings, and those who are holding fast to traditional communications processes.” -Dara Cothran, EVP, Global Strategy + Insights, KWT Global. 

Rethinking Human Connection 

As the world has moved increasingly virtual over the past few years, and despite the rise in AI, human connection is coming back into vogue. The importance of human relationships will become more essential for marketing and communication strategies – especially as 37% of people worldwide think that companies are prioritizing higher profits over better customer experience. 

Younger generations have a distinct and evolving outlook on modern family dynamics and finances. Gen Z and Millennials are often delaying or forgoing major life milestones, which will require the redesign of traditional communications. 

From messaging that emphasizes benefits, to products that are value–driven and better meet the needs of historically overlooked segments, brands will compete on how they choose to put their customers first. 

2024 is already shaping up to be a fast-paced year of innovation, connection and transformation. But it’s how we connect and transform with it – which will require both curiosity and agility – that will determine success. 

To learn more about how our comms experts help brands stay on the cutting edge and meet their moments, check out our services here. 

Travel’s Place in the Quiet Luxury Movement

Insights by Matthew Levison, Senior Vice President

As far as recent buzzwords go, “quiet luxury” might be right up there with “quiet quitting.” But what does it really mean? Simply put, it’s the art of understated elegance and refined experiences. It’s where wealth whispers, finding luxury in subtlety. While quiet luxury in fashion has been topical thanks to Succession and other media, it’s been an emerging trend in travel and hospitality for years now. Considering the ostentation often associated with high-end travel, quiet luxury’s rise in the space may seem surprising. However, the industry is uniquely positioned to thrive through this transition. Moving from singular, unattainable excursions to local, little-known gems, the current prize in travel is “anti-tourism” – the appeal of destinations unshaped by the gimmicks of traditional tourism. Let’s take a closer look at travel’s place in the quiet luxury movement.

“The luxury travel industry has long been shifting from prizing ubiquitous expressions of wealth — caviar, champagne, marble, cut crystal and the like — to authentic experiences with a sense of place. However, the educational and immersive opportunities that come naturally with most travel offer an organic pivot to a more subdued expression of luxury.” - Matt Levison

The Emergence of Quiet Luxury in Travel 

Even pre-pandemic, travel and hospitality were ahead of the curve with quiet luxury. Travel preferences have been shifting over the past decade, with high-net-worth travelers increasingly valuing experiences over opulence. 

Some of These Educational Experiences Include: 

• Cultural Workshops: Whether it's a traditional pottery class in a historic town or a cooking workshop with a local chef, these immersive activities showcase the true essence of a destination. 

• Historical Tours: Guided walks through ancient streets, visits to historical landmarks and conversations with locals contribute to a richer understanding of the cultural tapestry. 

• Local Immersion: Rather than remaining within the confines of luxury resorts, travelers are immersing themselves in local communities. Experiences like language learning can contribute to a more profound connection with the destination. 

However, quiet luxury does have some limits in travel. Namely, based on the remoteness or exclusivity of a destination, there may be limited ability to downplay the expense associated with rarefied moments shared on social media. 

Diving into the Data 

After a challenging couple of years, the travel industry is ready for a new era. The data from Skift’s State of Travel 2023 Report paints an interesting picture: 

• In April 2023, global travel surpassed 2019 levels for the first time since the pandemic's onset. This stunning swing back was a testament to the industry's unwavering ability to reinvent itself and meet the evolving needs of travelers seeking something beyond the traditional. 

• While international travel is finding its footing, domestic travel is the star of the show. Bouncing back to pre-pandemic performance levels, this speaks to the growing preference for inconspicuous, closer-to-home travel experiences. 

• Vacation rentals emerge as the unsung heroes, outshining other sectors by standing 22% above pre-pandemic levels. This performance surge shows the increased interest in subdued stays. 

• Data from AirDNA shows that rentals in small cities and rural areas weathered the pandemic with resilience and continue to experience robust growth. The enduring strength of rural rentals underscores the collective desire for anti-tourism. 

• 60% of consumers acknowledge that inflation impacts their travel plans, yet travel spending prevails over other indulgences such as dining out, home improvements and electronics.  

• For the affluent, unique accommodations take center stage, with sustainability playing a pivotal role in their decision-making. This reflects a conscientious choice to engage with destinations in a meaningful way, in tandem with the tenets of quiet luxury. 

How Brands Can Meet the Moment 

Quiet luxury in travel presents a unique opportunity for brands. As high-net-worth individuals increasingly prioritize understated experiences, there are several strategies that brands can employ to meet the moment and cater to evolving tastes. 

• Curate Authentic Experiences: Travel and hospitality brands can set themselves apart by curating experiences that go beyond the typical, appealing to the growing demand for intellectual and cultural luxury. 

• Utilize Technology Thoughtfully: Leverage technology to enhance the travel experience without compromising on the quiet luxury ethos. The key is to integrate technology in a way that enhances the overall experience without detracting from the subtlety. 

• Create Local Partnerships: Through partnerships in the community, brands can become an integral part of the destinations they operate in. This approach adds depth and authenticity to the overall brand narrative, resonating with travelers seeking more than just a lavish getaway. 

As the industry at large continues to rebound and evolve, quiet luxury is more than a fad — it’s the future. Brands shouldn’t sit this one out; there’s no better time than now to start strategizing. 

To learn more about how our comms experts help brands stay on the cutting edge, check out our services here.