Achieving Brand Authenticity in the Age of Cancel Culture: Why Brands Can No Longer Be Neutral Without Being Seen as Complicit

As cultural controversies arise, brands experience pressure from consumers and competitors to take a stance. The looming presence of cancel culture has increased this feeling, as users are quick to point fingers at organizations they think are falling short. However, increased brand engagement has created a gap between superficiality and moral accountability. When a crisis strikes, the media arena becomes filled with statements, pleas, and promises, but when the dust settles, those who lack action are quick to be criticized. Companies must strike a balance between focalized brand authenticity and short-term reactivity, in a culture where it is unacceptable to have one without the other. Accordingly, this research is a multi-phase project which focuses on: The cultural phenomenon known as cancel culture and the shape it has taken on today’s media landscape, focusing on social platforms such as Instagram, Facebook, Twitter Identifying companies’ approach to core values and mission statements to establish brand reputation Analyzing responses as a form of issue and crisis management Consumer response to genuine versus ingenuine crisis managemen