‘Cancel Culture Is Here’
Dailycsr.com – 25 February 2021 – Before the age of social media, the force of a single voice “may not have gained too much traction”. However, today, social media can empower a voice while collectively “voices spreading like digital wildfire” have the capacity to “sway public opinion”.
Any misstep or “wrong word” from someone, especially “a celebrity or brand” can face backlash from the social media community whereby putting that “entity on the outs” through “mutual disproval”, a phenomenon that has come to be called as “cancel culture”.
As a result, Porter Novelli recently launched its “2021 Business of Cancel Culture Study”, a research study with the aim of better understanding the “mechanics of cancel culture”. The study will look for the answers to question such as why “do we cancel brands”? What is the benefit from it? “How long does a “cancellation” last and what does it take to get back in the good graces of social media public opinion?”
Moreover, Porter Novelli also looked into “four recently cancelled brands” to study the “impact on overall social media conversation, sentiment” along with the duration of cancellation. Here are some of the key findings listed below as mentioned by Porter Novelli:
Any misstep or “wrong word” from someone, especially “a celebrity or brand” can face backlash from the social media community whereby putting that “entity on the outs” through “mutual disproval”, a phenomenon that has come to be called as “cancel culture”.
As a result, Porter Novelli recently launched its “2021 Business of Cancel Culture Study”, a research study with the aim of better understanding the “mechanics of cancel culture”. The study will look for the answers to question such as why “do we cancel brands”? What is the benefit from it? “How long does a “cancellation” last and what does it take to get back in the good graces of social media public opinion?”
Moreover, Porter Novelli also looked into “four recently cancelled brands” to study the “impact on overall social media conversation, sentiment” along with the duration of cancellation. Here are some of the key findings listed below as mentioned by Porter Novelli:
- “72% of Americans feel more empowered than ever before to share their thoughts or opinions about companies
- “38% would cancel a company so that organization changes its ways, while just 14% would cancel a company to have it “go away completely”
- “Just over a third (34%) say they’d cancel that brand for a year or less but nearly a quarter (23%) of Americans believe a cancellation is permanent
- “72% are less likely to cancel a company if it is purpose-driven”
However, it is yet to be determined if cancel culture has something positive to contribute to the society or is it a “harsh disavowal inflicted too quickly”. Nevertheless, we can’t ignore the fact that whatever the impact might be “cancel culture is here”. Therefore, it is up to the brands to learn to “navigate this new norm”. You can learn more about cancel culture, get more insight, avail more data and read the entire study conducted by Porter Novelli clicking on the link given below:
https://www.porternovelli.com/findings/the-2021-porter-novelli-the-business-of-cancel-culture-study/
References:
3blmedia.com
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