The brighter side of “cancel culture”: Its ability to construct real connections between brands and people

Chimene Demski, Luiza Monteiro, Gabriela Soares, Camila Massari, Felipe Pádua, Rafael Salgado, and Gabriel Azevedo Lopes

Looks at “cancel culture” in Brazil – how it affects a brand’s positioning and the strategies for becoming an authentic, integral, and contributing member of any of the myriad of Brazilian online communities.

This article is part of the September 2022 Spotlight Brazil series, "How consumers are responding to volatile times.” Read more

Brazilian marketers have increasingly been seeking the power of influence, moving beyond just getting exposure and placing product messaging in front of their audiences. Today, the transformation and impact of a brand is directly linked to how it connects with its audience – and this is not done overnight.

This power is embedded within communities, ecosystems– networks of people, institutions, brands and collectives with common interests and points of view – which have their own channels...

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