Cancel culture, though not a new phenomenon, continues to be a central point of discourse for business leaders charged with managing the intersection of reputation and business strategy.
In today’s world, brands must be prepared to navigate a dynamic society where the balance between risk and reward is more nuanced than ever before. As quoted in Forrester’s Cancel Culture research*, Weber Shandwick North America President, Joy Farber Kolo, shared “if you avoid meaningful marketing — business-relevant, culturally relevant, but meaningful — for fear of detractors, you create a far greater risk of not mattering to those who matter most.”
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HOW WE CAN HELP
Today, business leaders and brands are expected to speak out on a growing range of issues — from social injustice to politics to product mishaps. They need to decide where to speak up and engage, where and when to refrain — as well as determine what is both brand relevant and business appropriate. Simply put, the role of business leaders has never been more critical or complex. Weber Shandwick brings together brand- and reputation-building, risk mitigating expertise — bolstered by deep analytics and cultural insights — to guide clients to lead in a time when transforming culture and influencing social progress is paramount.
*Cancel Culture Is Loud, But For Most Brands, It’s Just Noise, Forrester Research, Inc., January 10, 2022