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NA vs WE: Young Consumers See Cancel Culture Differently

These three stats show that young consumers in North America and in Western Europe differ when it comes to how they see cancel culture…

Written and Edited by the YPulse Editorial Team

Jul 25 2023
North America, Western Europe

KEY TAKEAWAYS

Three in five young Europeans think cancel culture has gone too far, less than their North American peers
Young North Americans are more likely to believe that cancelled brands can bounce back from cancellation
European Gen Z and Millennials are less forgiving than their North American peers when it comes to buying from a cancelled brand

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...