YPulse’s research shows that 71% of European Gen Z and Millennials believe a brand can make a comeback after being cancelled, underscoring that cancellation isn’t a death sentence for businesses. Brands can indeed be cancelled and bounce back and even regain the affinity of Gen Z and Millennials—with the caveat that brands need to follow the right steps to win back the heart of these consumers. But for some young consumers, cancellation is worth a purchase boycott, even if it’s short-term. Cancellation can impact the way young consumers buy from brands. And the biggest question is always: “When a brand...