Cancel culture in the age of imperfection: can it be avoided?
Gen Z, known for their love of inclusivity, self-expression, and authenticity, expect a lot from brands. We now live in what was defined – at the TrendWatching Conference in Amsterdam – as the “Age of Imperfection.”
It is a society where Gen Z encourages people to embrace their flaws and unique traits, but also expects spotless perfection from brands.
With such high standards, how can brands avoid being cancelled?
Published in: MediaShotz
No brand is immune to cancel culture
No brand is safe from cancel culture. While it’s been around for a long time, the version we know today took off on Twitter, turning social media into a cancellation machine. Now, anyone can voice their opinion, and with Gen Z being so outspoken, even a poorly planned tweet or misunderstood ad can put a brand in danger of being cancelled. It might seem easier for brands to say nothing at all, but that can backfire too. Staying silent on important issues can still lead to backlash because, in today’s world, silence is often seen as complicity
They say imperfection, they expect perfection
There’s a major contradiction in how Gen Z views brands. On one hand, they love “realness” and imperfection. They want brands to be honest, show their flaws, and feel human. But on the other hand, if a brand makes even a small mistake, they’re quick to criticise.
The most recent example to hit the headlines is Heinz’s PR disaster, accused of racism in its campaign due to a casting misstep. The ad featured a black bride on her wedding day, and viewers were upset by the absence of her father, feeling it perpetuated stereotypes about black families.
Then there was the recent Burger King ad, which faced backlash for featuring a mother eating a burger after giving birth. While the intent was to show the joy of indulging in food, viewers found it distasteful and inappropriate.
Without social media, the reaction to these campaigns might have remained local, limited to those who physically saw the ads. However, today’s digital platforms amplify reactions globally, turning minor controversies into massive reputational crises.
For Heinz and Burger King, what might have been small-scale missteps became international debates. This shows how quickly brands can fall from favour when they don’t meet Gen Z’s expectations.
Double standards at play
Here’s where things get tricky: brands aren’t individuals, yet they’re treated as if they should be. They’re expected to be relatable and vulnerable, but unlike people, brands don’t have much room for growth. When someone makes a mistake and works to improve, others are often quick to forgive. But when a brand does the same, recovery can take much longer.
Take Victoria’s Secret, for example. Once a lingerie giant, the brand faced backlash in 2019 for its lack of inclusivity and the CEO’s controversial comments about transgender models. This failure to adapt led to a significant loss of relevance and market share. The brand even discontinued its iconic fashion shows, only recently bringing them back after a major rebranding effort.
Can brands survive being cancelled?
The good news? Not every brand that gets cancelled stays cancelled. Some manage to bounce back by owning their mistakes and showing they’re committed to real change. Take Dove, for instance: In 2017, the brand faced backlash for a campaign accused of racism, which significantly damaged its reputation. But Dove has since made efforts to regain trust, becoming a leader in diversity and inclusion. Its Real Beauty message and initiatives like the Prompt Playbook, which helps brands avoid inclusivity missteps, show that by addressing past mistakes and focusing on change, brands can survive cancel culture.
Imperfection is unavoidable but can be useful
Given Gen Z’s high standards of both authenticity and perfection, how can brands navigate this impossible balance? The answer may lie in co-creation. Co-creating campaigns with Gen Z ensures brands hear from the voices they seek to represent. This generation values inclusivity and diversity, so involving them in the creative process from the start can prevent missteps and build genuine connections. A co-created campaign isn’t just a marketing tactic; it’s a partnership with your audience. When brands collaborate with Gen Z on campaigns, they foster trust and prevent costly mistakes. And as we continue navigating the “Age of Imperfection,” that partnership may be exactly what brands need to stay ahead.