Post by sakibkhan51 on Feb 28, 2024 6:04:15 GMT
In recent times we have often heard about " cancel culture " and how dangerous it can be for brands. But is it really? Have you ever heard the colloquial use of the verb “ cancel ” as “to eliminate from one's life”? We can "cancel" someone whose actions we don't like or something that didn't go right. You can even "eliminate" brands that have, in some way, disappointed their consumers or taken questionable actions . To understand “ anti-branding ” movements , it is important to understand that these arise from “ brand communities ”, i.e. social entities in which people interact with each other in relation to their love and passion for a brand. And as we know, when people act in groups they automatically gain more power . For this reason, brand communities can also turn against a brand if it does not meet their expectations.
Anti-consumerism practices have always existed, like any boycott (or buycott ?) activity, with the consequent greenwashing actions by companies under the consumer's sights . Let's think, for example, of the case of Nutella condemned for the Morocco Phone Number use of palm oil, and the following ad hoc campaign to clarify. Or, again, to all the clothing brands that have had to create fur free communications . Cancel culture “ Cancel culture ” represents a recent movement born from the power that consumers gain when they are part of a community . This happens when you stop supporting a brand following an illicit activity, a scandalous action, an unacceptable campaign or simply because it is deemed problematic.
There is, therefore, a failure on the part of an organization to adapt its branding strategies to modern standards and the expectations of today's consumer, who is increasingly attentive to political correctness and sustainability. We are talking about the "darker" side of consumer behavior. Since brand communities mainly take place in digital contexts , where word of mouth of negative reviews is fast and above all decisive for the crisis of a brand. The culture of elimination , therefore, can create scorched earth around a product or brand, in a sudden and irreversible manner. But does cancel culture really have the power to "go out of business" or is it just noise ? Colin Kaepernick: the Nike ambassador and the revolt In this scandal we find as protagonists an American football player , also known for his activism, and the sportswear brand which, without a doubt, lives in the top of mind of the majority of us
Anti-consumerism practices have always existed, like any boycott (or buycott ?) activity, with the consequent greenwashing actions by companies under the consumer's sights . Let's think, for example, of the case of Nutella condemned for the Morocco Phone Number use of palm oil, and the following ad hoc campaign to clarify. Or, again, to all the clothing brands that have had to create fur free communications . Cancel culture “ Cancel culture ” represents a recent movement born from the power that consumers gain when they are part of a community . This happens when you stop supporting a brand following an illicit activity, a scandalous action, an unacceptable campaign or simply because it is deemed problematic.
There is, therefore, a failure on the part of an organization to adapt its branding strategies to modern standards and the expectations of today's consumer, who is increasingly attentive to political correctness and sustainability. We are talking about the "darker" side of consumer behavior. Since brand communities mainly take place in digital contexts , where word of mouth of negative reviews is fast and above all decisive for the crisis of a brand. The culture of elimination , therefore, can create scorched earth around a product or brand, in a sudden and irreversible manner. But does cancel culture really have the power to "go out of business" or is it just noise ? Colin Kaepernick: the Nike ambassador and the revolt In this scandal we find as protagonists an American football player , also known for his activism, and the sportswear brand which, without a doubt, lives in the top of mind of the majority of us