Brand cancel-cycle
#marketing #cancelculture #strategist
“That is not activism, that is not bringing about change. The world is messy. There are ambiguities. People who do really good stuff have flaws” — Barack Obama
Along with the rise of social media, where people having a power to hide on their alter ego and anonymity, canceling become something easier. Recently, i’ve been caught up by my algorithm that constantly showing me Johnny Depp defamation case against his ex-wife. its not about the case that catching my attention, but how cancel culture has impacted to Depp life.
What is cancel culture..
Cancel culture it self was a condition that public gave their feedback to canceled toward someone, brand, campaign or company by boycotting, that consider have failed to met modern standard about some issues; gender equality, politic issue, social injustice, diversity, abusive issue, unethical business practice, and so on .
Recalled to 2019, when Founder of Bukalapak (Indonesia unicorn marketplace) made a buzz caused of his tweet, somehow it perceived as a protest against one of candidates in the election. Its bring nation boycott to Bukalapak, and still paid the consequences even after their apologies. According to Edelman, 64% consumers around the world would buy or boycotting brands solely of their position due to important topic or sosial and political issue. Public has their expectation into brands for being matched to their values and beliefs.
We cannot simply said its only gave us bad impact, in this social media democracy era, glorification of free speech, where everyone got same capability to expressed their belief forced brand to be more accountable for their actions and opinion. The idea began to against whoever that retained authority and power even after committing wrongdoing.
“Yes it’s true there are bad people who do bad things and public are reluctant to expose them because they are too powerful” — Ernest Prakasa
At this highly pace of trends, slacktivism has been normalised cause everyone seem care to everything, consumers expect brand to take a stand or got cancelled. The question is what if cancel culture happen to your brand?
Prevention always be the solution, but cancel culture feels inescapable. Therefore, we need to be ready for the worse by improve our understanding of cancel culture. Brand that got cancelled would face four stage of cancel cycle , first was the cancelling, the effect, third is the apology, and recovery.
The cancelling
Maybe you will see your brand trending with some hashtag call out #Xoverparty or #CancelledX. In this first stage, brand will experienced online backlash, mob mentality making it even worse. Sometimes it could lead public punishment without being proved. Therefore, crisis PR strategy must be set as soon as possible to avoid ostracism.
The Effect
Just like domino effect, when cancel culture touch your guard, it will cause you losing supporter and if you cant navigated your movement carefully it might cost you to lost your customer (decreasing profit). Social media platform becomes your court and your followers suddenly change their side to be the judges.
The Apology
Genuine apologies with tangible action are the best hope to survive. Dont act like a victim instead, own up to mistakes and spreading message that uphold your company values could be the way out. Remember that your customer are human, they can feel whether you are sincerely or just faking it up.
The Recovery
Comeback or rejected?. Mistakes and error are common, but once you keep doing the same mistake, you might lose the chance to get back. Even though dont let your brand trapped in cancellation, see it as your wake-up call instead as the end of your brand. Just like your consumer, your brand are represented human being, tried to be more connected to your customers, ring for the same tune, embracing authenticity and transparency are the best way to gain back trust.
