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What is canceling?
Canceling, or cancel culture, refers to a collective call for a boycott of a particular person or brand for violating ethical or moral standards. This practice can be triggered by various factors such as crimes, controversial statements, or aggressive behavior. As a result, popular figures and brands become outcasts: their events are canceled, collaborations are terminated, and products cease to be sold and purchased.
Examples of canceling
Canceling is particularly active in the context of racism. For example, in 2018, the H&M brand found itself at the center of a scandal when it chose a dark-skinned boy to model its children's hoodie with the slogan "coolest monkey in the jungle." This sparked mass protests in South Africa and led to the termination of a contract with singer The Weeknd, who condemned this choice. Such incidents highlight how quickly public condemnation and subsequent boycotts can occur.
History of canceling
Interestingly, cancel culture has deep historical roots. In ancient Greek society, ostracism was used—a practice that allowed for the exile of wrongdoers for up to ten years through a public vote. Originally, ostracism was aimed at protecting society from tyranny and corruption, but it eventually came to be used for punishing violations of social norms, such as adultery or incest.
Brand strategies to avoid canceling
To avoid being canceled, brands are strongly advised to consider public sentiment and the opinions of their customers. This includes:
- Initiating environmental and charitable projects.
- Releasing products under the "eco" label.
- Participating in social initiatives that align with the values of the target audience.
According to an Ogilvy study, 63% of Generation Z representatives prefer brands with social significance and an active stance. This underscores the importance for companies to keep pace with modern trends and societal expectations.