Navigating the cancel culture
Social justice and Corporate Social Advocacy seem to have a marriage of sorts. When advocating for the rights of the repressed, the injustices in question are brought to light for society to address.
Where you fall on these socioeconomic and political issues can have a significant impact on your standing in society. Over time, social activism has taken centre stage as the popular means of protest and everyone with access to a social media platform can share their opinions. The power of these voices has grown, and its influence is no longer within the bounds of rhetoric but cumulatively impacting the pockets of transgressors. We have seen this affect businesses, brands, and celebrities alike. Say or do the wrong thing and you will, with certainty, pay a hefty fine, or worse, you will officially be cancelled, and your brand will cease to exist. Defined as the practice or tendency of engaging in mass canceling as a way of expressing disapproval and exerting social pressure, cancel culture has given great power to those in protest.
Their views can have a significant influence on the success or subsequent failure of your brand. What does this mean? The greatest mistake many businesses make is failing to listen to the voices of those they serve. With new media and technology, people do it all the time across various platforms. They tell you what they like, and don’t like; how they feel, what they wish you could do to make their experiences better and more convenient. Yet in most cases, the very brands they are talking to fail them. Why is this? Quite simply, a lack of social listening. Well, it’s kind of the same as being distracted when your friend is busy pouring their heart out to you. You’re just not giving them the attention they need from you in that moment. To be a good friend, you need to listen; ask questions to prove that you are engaged and following their account of events closely; react both verbally and physically and at the end of it all, offer your thoughts. To be a terrific friend, you will go so far as to offer the perfect solution, leaving your friend feeling heard and understood, grateful to have a true friend who cares. The short answer to the question then becomes, learn to listen, and act in a way that validates the experiences of those you serve.
It goes without saying that with consumers becoming more discerning, they have earned their seat at the table for the kind of products and services they want. Whether it’s more organic, gluten- free, or recycled materials, or diversity, equity and inclusion, the fact is, they want to know that you care about the things that they care about. There is a wave of change happening and you need to be an active participant. Collaborative efforts are the order of the day, giving way to the rising demand for micro- influencers.
These individuals have sizeable followers - who live off every word they say - and can also be categorized as early adopters to trends. They have a strong influence in their respective communities and people are more likely to believe them when they advocate for a particular product, service, or cause. Since sharing experiences has become marketable, if you connect with the right people, you will have invaluable access to insights in real- time and see actual returns. The challenge facing brands today is demonstrating that beyond profit, they stand for something substantial, something that benefits the community. Ask yourself then, what does my organisation stand for outside of the usual corporate social responsibility projects? What social issues do we advocate? Is it gender equity? Diversity and inclusion in leadership? LGBTQ+ rights? Access to healthcare? Education? There is a plethora of issues that affect consumers and society. Being cognizant of such issues as well as taking a further step to show your support through tangible means can make the world of difference for your brand affinity.
Tread with caution however, because if your advocacy does not have any authenticity or a proven track- record, you will be called out and the repercussions detrimental and damaging at the very least. You do not want to be cancelled!*