In today’s hyper-connected world, where a single tweet can spark a global firestorm, crisis management has become more complex than ever.
The rise of cancel culture—a phenomenon where individuals or organizations are publicly called out and boycotted for perceived wrongdoings—has added a new layer of urgency and unpredictability to how businesses and public figures handle crises. Whether it’s a tone-deaf ad campaign, an ill-advised comment, or a decades-old controversy resurfacing, the stakes are high, and the margin for error is slim.
So, how do you navigate crisis management in the age of cancel culture? Is it really possible to tiptoe through this fickle minefield? Let’s jump in and find out.
Understanding cancel culture
Before diving into strategies, it’s important to understand what cancel culture really is. Is it reinforcement of positive values or just a glorified witch hunt, sans the pitchforks? Neither.
At its core, cancel culture is a form of public accountability. It’s the modern-day equivalent of holding someone’s feet to the fire, often amplified by social media. While it can be a force for good—holding powerful entities accountable for harmful actions—it can also be volatile, with consequences that sometimes outweigh the offense.
Cancel culture thrives on outrage, and outrage spreads quickly online. A single misstep can lead to hashtags, viral videos, and calls for boycotts. For businesses and public figures, this means that crisis management isn’t just about damage control—it’s about understanding the cultural and emotional undercurrents driving the backlash.
The new rules of crisis management
Gone are the days when a carefully crafted press release and a vague apology could smooth things over. In the age of cancel culture, transparency, speed, and authenticity are non-negotiable. Here’s how to approach crisis management in this new landscape:
1) Act fast, but not recklessly
The speed of social media means that crises escalate quickly. A delayed move can make it seem like you’re ignoring the issue. However, acting too quickly without all the facts can backfire. The key is to acknowledge the situation promptly while committing to see the investigation through.
In 2018, Nike featured Colin Kaepernick, the former NFL quarterback known for kneeling during the national anthem in protest of police brutality, in a major ad campaign with the slogan “Believe in something. Even if it means sacrificing everything.”
The campaign sparked immediate backlash, with some consumers boycotting Nike products, burning their shoes, and calling for a boycott. At the same time, many others praised the company for taking a stand on social justice.
Nike didn’t budge, as they never backtracked, and shrewdly predicted the initial crisis will subside, resulting in the campaign not just boosting their reputation, but also being a cultural landmark.
2) Be authentic, not defensive
Think of dealing with potential cancellation like an enterprise SEO structure—it must be unique, not based on what others do. Similarly, One of the biggest mistakes in crisis management is coming across as defensive or insincere.
Cancel culture has a keen radar for half-hearted apologies or attempts to shift blame. Instead of saying, “We’re sorry if anyone was offended,” take ownership of the mistake and show genuine remorse.
For example, Aunt Jemima, the legendary Quaker Foods brand, faced cancellation because of its portrayal of the African-American woman integral to their branding. Many saw it as a racist caricature, and the company didn’t defend the name or get combative. They admitted they were behind the times and decided to rebrand their iconic product line. Now, it bears a new logo and name—Pearl Mill Mining Company.
3) Talk to your audience directly
In the age of cancel culture, your audience holds more power than ever. Social media gives them a platform to voice their opinions, but posting an Instagram story or a screenshot from the Notes app as a response DEFINITELY isn’t it.
In late 2017, Apple was caught in a scandal after users discovered that older iPhones were being deliberately slowed down through software updates. Many accused Apple of intentionally throttling performance to push people into upgrading their devices.
The backlash was swift, with lawsuits piling up and social media erupting with frustration. Apple came up with a multi-fold response to avoid being canceled:
- Personal, direct apology – Instead of issuing a vague corporate statement, Apple CEO Tim Cook addressed users directly, admitting they “let people down” and explaining that the throttling was meant to prevent sudden shutdowns due to aging batteries—not to force upgrades.
- Tangible action over words – Apple immediately launched a battery replacement program, cutting the cost of out-of-warranty battery replacements from $79 to $29 to rebuild trust.
- Increased transparency – The company introduced a new iOS feature allowing users to monitor their battery health and disable performance throttling if they wished.
- Follow-up communication – Rather than making a one-time statement, Apple provided continuous updates about how it was improving power management policies to avoid future issues.
4) No matter how bad it is, never hide it
While no one wants to face a crisis, it can be an opportunity to demonstrate your values and commitment to doing better. Use the moment to reflect on your practices and make meaningful changes. This could mean revising policies, diversifying your team, or supporting relevant causes.
In September 2020, Shopify disclosed that two rogue employees from its support team accessed customer transaction data from fewer than 200 merchants. The exposed information included order details but did not include payment or sensitive customer information like full credit card numbers or passwords.
Shopify promptly reported the incident, notifying affected merchants and law enforcement without attempting to downplay the situation. And instead of issuing a generic public statement, Shopify personally contacted affected businesses to explain the breach and ensure their online marketplaces are safe.
The role of social media in crisis management
Social media is both a blessing and a curse when it comes to crisis management. On one hand, it allows you to communicate directly with your audience in real-time. On the other hand, it’s a breeding ground for misinformation and outrage. To navigate social media effectively during a crisis:
- Monitor the conversation: Use social listening tools to track what people are saying about your brand. This can help both product managers and PR experts identify emerging issues and come up with a prompt response strategy.
- Engage thoughtfully: Respond to comments and questions in a calm, respectful manner. Avoid getting into arguments or fueling the fire.
- Use the right platforms: Different crises may require different platforms. For example, a formal statement might be best suited for LinkedIn or your website, while a more personal apology might resonate on Instagram or Twitter.
Final thoughts
Crisis management in the age of cancel culture is undoubtedly challenging, but it’s not impossible. At the end of the day, cancel culture is a reflection of our collective desire for accountability and fairness.
While it can feel overwhelming, it also presents an opportunity for businesses and individuals to align their actions with their values and build deeper connections with their audiences.
So, the next time a crisis hits—and in today’s world, it’s not a matter of if but when—remember that how you respond can make all the difference. Stay calm, stay human, and don’t forget to learn from the experience. After all, the best crisis management isn’t just about surviving the storm—it’s about emerging stronger on the other side.
