The phenomenon of cancel culture is widespread but what does it mean in a marketing context and what are the practical implications for protecting celebrities and brands from cancel episodes? Writing in the Journal of Strategic Marketing, three Australian academics explore what brands and marketers can do. 

Why it matters

Social media empowers consumers, allowing them to engage in cancelling behaviours, and as celebrities and brands become increasingly vulnerable to the effects of cancel culture, it needs to be studied from a business perspective because it relates to the marketing of products.

Takeaways

• The anxious or avoidant type...