Gen Z and Millennials are generations of consumers who are used to making their voices heard, with data from YPulse’s research showing that four in five of them have spoken up after hearing or seeing something offensive—the same number in both North America and Western Europe. What this means for brands is that young consumers are becoming more powerful in their ability to cancel brands if they feel like a brand is in the wrong, as they can quickly access and share information on social media to make their opinions heard. Therefore, brands need to be cautious and responsive to avoid cancellation. But, there are cultural differences between young consumers in North America and Western Europe that brands need to be aware of when it comes to being cancelled—and forgiven. In YPulse’s recent Call Out Culture Trend Report, we explore how young consumers see cancel culture (especially in relationship to brands and influencers), and how they focus more on “call outs” than full on “cancels.” But there are some...
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