Social media have so evolved that “consumers” think they can “cancel” a company because of some deplorable actions, or lack thereof, on their part. Brands are being canceled left and right for a variety of reasons—for the support or non-support of a particular issue, for environmental concerns, and many other social, environmental, and political issues. The problem with the cancel culture is that there is no particular reason or target. It just happens and mostly, the impact can be felt by a company’s Lakeland Facebook and Instagram marketing.
How do you know you are about to be canceled on social media? You don’t. That’s why it is important to have a good grasp of what your business stands for. What kind of advocacies do you want to fight for? Can you stick to it despite the obvious cancelation on the horizon?
Social media users are tricky in the sense that they can love you today and hate you tomorrow. They can sing a company’s praises today and then, cancel that same company the next day. There is no rhyme or reason to why they want to cancel you except for the simple reason that they don’t agree with you.
But no worries, some people will back you up, but they are not enough to drown out the voices of those who want to “cancel” your company. People feel that they have an obligation to hold accountable people in power or in a business’ case, companies that feed off consumers like them. They support you. That’s enough reason for them to believe that they have the right to call you on the wrong and deplorable things you stand for.
And in a way, they are right. They buy from you because they believe in you as a company. As a result, you are duty-bound to produce items that you can be proud of and that your customers will find interesting. It’s the same principle that applies when you’re called on to be more socially or environmentally responsible. Consumers want you to be as interested in protecting the environment as you are in selling them your products.
The cancel culture represents a shift in consumer behavior and culture. This market is different from the ones that you were used to back in the day. That’s all because of the presence of social media in virtually every part of your life—personal and business.