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 is cancelled, are Gen Z and Millennials turning away from its products or do they keep shopping as usual?” In our recent WE Call Out Culture Trend Report, YPulse explored the topic of cancellation, and whether or not young consumers see it as a reason to write a brand off for good. These two charts give you the whole story, starting with how many young consumers say they’ve stopped...
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