Vision Report

Cancel Culture Is Loud, But For Most Brands, It’s Just Noise

Own Up To Mistakes, Push Back On Misinformation, And Wait Out The Noise

January 10th, 2022
Mike Proulx, VP, Research Director
Mike Proulx VP, Research Director
Corey McNair, Sr Consultant
Corey McNair Sr Consultant
Emma Conroy, null
Emma Conroy
With contributors:
Keith Johnston , Dipanjan Chatterjee , Alex Schanne , Nick Monroe , Shynise McElveen , Christine Turley

Summary

The combination of hot takes, social media, and divisive partisanship has proliferated cancel culture across society and especially in the US. Anyone and anything can now be “cancelled” in the court of public opinion. And that includes brands. The good news? Forrester finds the impact of cancel culture on brands is nominal — affecting people more than companies. This report helps B2C marketing executives bolster their brands’ resiliency to weather the inevitable realities of cancel culture.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.