When Cancel Culture Comes

Fair or not, when being called out, companies have a lot to consider

By Chris Warren

When consumers shame and/or boycott companies and organizations due to actions or statements they deem offensive or harmful, marketers at the center of the cancel-culture storm may want to wait until things blow over, a recent study says. At the same time, a brand could risk irrelevancy if it goes too long before responding to public concerns. How best, then, to respond?