Almost every month, new stories about cancel culture emerge around the world. The list of people affected by this phenomenon continues to grow, raising more questions than answers. In this BrandOn blog, we will explore the essence of cancel culture—what it is, the risks it poses, and, most importantly, whether there is a reason to fear it. By the end of this article, we will also provide tips on how to protect yourself from cancel culture and what to do if you find yourself caught in a scandal.
This term refers to the collective call to boycott brands or individuals who have violated legal, ethical, or moral standards. Simply put, cancel culture is a modern form of ostracism (a practice in Ancient Athens where citizens were exiled by popular vote). The reasons for public condemnation can range from actual crimes to controversial statements, actions, or behaviors.
Public figures such as filmmakers, athletes, musicians, and politicians are the most affected by cancel culture. Their contracts are terminated, they lose social status, support, and privileges.
For companies and brands, cancellations can lead to reputational and sometimes financial damage. For example, Bud Light, the best-selling beer brand in the U.S., faced backlash after featuring a transgender person in its advertisement. The failed attempt to expand its target audience led to a sales drop and cost the company $5 billion. Although the brand's revenue decreased by only 4%, the backlash was massive and lasted for several months.
This term gained widespread recognition after the scandal involving Hollywood producer Harvey Weinstein. In 2017, multiple women, including actresses Ashley Judd, Uma Thurman, and Angelina Jolie, accused him of misconduct. This scandal ignited the #MeToo movement, in which women shared their traumatic experiences.
Weinstein was sentenced to 23 years in prison, lost his job at his own production company, and was stripped of his British Empire Honorary Commander title. This was the first case of complete and unconditional cancellation. After that, the phenomenon quickly spread. Interestingly, cancellation does not require a court verdict—sometimes, a few people's opinions are enough.
Cancel culture holds companies and individuals accountable for their words, decisions, and actions. This is its main purpose. Even the most influential people and brands must ensure their actions are ethical to avoid public outrage. Moreover, cancel culture can serve as an alternative means of justice when the legal system is ineffective.
For example, in 2017, American photographer Terry Richardson faced multiple allegations of sexual misconduct. Despite strong evidence, the court did not find him guilty. However, cancel culture ensured that all major publications and brands refused to work with him, effectively forcing him out of the industry.
However, cancel culture has its flaws and contradictions:
The most terrifying aspect of cancel culture is the possibility of false accusations. Few people want to face public outrage over something they didn't do. Fortunately, some people have managed to restore their reputation after being "canceled."
One example is actor Johnny Depp. His scandalous divorce from Amber Heard caused him significant financial losses, damaged his reputation, and led to lost projects. He was removed from Pirates of the Caribbean, and Netflix removed his films from its platform. However, after a long legal battle, Depp won his defamation case, proving his innocence.
Interestingly, even in the West, some celebrities seem immune to cancel culture. One example is rapper Kanye West, who has survived numerous scandals without losing his influence. While it's difficult to pinpoint the exact reason for such "immunity," it is possible to build resilience against cancel culture.
Most importantly, knowing when and how to respond to cancel culture is crucial. If you are already facing reputation issues, seek professional help. BrandOn provides comprehensive services in reputation management, marketing strategy, and crisis management. With years of experience, we accurately assess situations and develop effective strategies tailored to our clients' needs.