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Will Young Consumers Forgive a Canceled Brand?

Gen Z and Millennials tell us exactly how they think brands, celebs, and influencers should respond to being canceled…

Written and Edited by the YPulse Editorial Team

Jun 14 2023
North America

KEY TAKEAWAYS

Gen Z and Millennials believe an apology statement is the top way brands or celebrities / influencers should respond after being canceled
But these gens can see right through ingenuine apologies—so brands need to make sure they address all aspects of their missteps appropriately
Overall, while young consumers want brands to be held accountable for their actions, they believe brands can comeback from being canceled

In YPulse’s newest Call Out Culture trend report, we tell brands everything they need to know about what “cancel” culture really means to young consumers, and how Gen Z and Millennials respond when brands, celebs, or influencers trip up. Whether it’s from thoughtless comments on social media or products that demonstrate cultural appropriation or exclusion, brands being put on blast for their missteps can be a scary thing to navigate. Today, cancel culture is something brands genuinely fear, and while 72% of young people even agree themselves that it has gone too far, 87% agree “If a brand does something...