engleski

To be or not to be cancelled: tackling the challenges of cancel culture in brand management

Purpose: The emerging phenomenon of cancel culture is taking the world by storm, leaving nothing and no one indifferent or untouchable. It poses a great challenge to manage a brand in a familiar, stable manner without facing serious consequences. Such an environment is especially fostered by Millennials and Generation Z, who wield immense power with the help of the liberality of the internet. As a result, brands need to be very careful about the decisions they make regarding their business. Therefore, the aim of this paper is threefold. First, we aim to introduce the concept of cancel culture and its implications in the context of brand management. The second objective is to propose a framework to present the course of brand management in coexistence with cancel culture. Finally, we aim to provide a basis for considering whether we have entered a consumer power marketing concept. Methodology: To this end, qualitative research methods, particularly content analysis and the case study approach, are used. Results: The paper contributes to broadening the understanding of cancel culture in the brand management literature. In addition, the propositions for further studies are suggested by providing several research frameworks. Conclusion: More than ever, the power of consumers cannot be overlooked by brands, and this is strongly confirmed by the growing phenomenon of cancel culture. It is of utmost importance for brands to find ways to cope and thrive in such a culture while keeping consumers satisfied.

brand management, cancel culture, consumer power, marketing concepts, Millennials, Generation Z

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