Marketing
You Are Cancelled : The Emergence Of Cancel Culture And Its Impact On Brand Management
By Geoffrey Sirumba
Kenya is currently experiencing significant unrest and political tension due to widespread protests against the controversial ( since withdrawn ) Finance Bill 2024 . This unrest has led to a surge in public outcry against brands and celebrities perceived to be complicit , with Millennials and Generation Z at the forefront of these attacks . Utilizing the internet and social media platforms like X and TikTok , these younger generations wield immense power and influence .
Gen Z : Leading the Charge
Generation Z , often referred to as the first " truly digital generation ," is leading the charge in these onslaughts . This generation is on track to becoming the most diverse , accepting , and educated to date . They are racially diverse and highly tolerant , preferring brands that align with their causes . For instance , Java House received a heroic reception for sheltering protestors during the demonstrations . When it comes to individuals or brand the onslaught is “ Tutakusalamia ” meaning we will greet you . This is where guys will look for your business , associates , family members , where your children school and openly share their contacts with the public .
In contrast , brands like Safaricom faced severe backlash . The company was accused of sharing private data with authorities during the night abductions of protest organisers , an allegation the CEO denied . However , intermittent internet connections during the protests led to further suspicions , with the CEO being factchecked and implicated in the disruptions . Celebrities also publicly expressed their displeasure with Safaricom ’ s actions . This incident is not isolated ; in 2017 , Kenya ' s opposition called for a boycott of certain brands , significantly impacting Safaricom ’ s revenues in some regions .
There have also been a recent documented cases where human rights violations have led to cancellation ; Lipton , a well-known tea brand , recently canceled its relationship with the Kenya Tea Development Agency ( KTDA ) due to significant controversies surrounding the election of an individual in
Cancel culture involves taking a public stance against an individual or institution for actions considered objectionable or offensive , often manifesting as a form of modern social justice with a mob mentality . The greatest danger of cancel culture is not the individual damage it causes , but the creation of an unfair standard for dialogue in our society .
Kericho County who has been accused of sexual misconduct . This decision was influenced by ongoing allegations of sexual harassment and poor working conditions at the tea estates , which have been well-documented and reported by several sources .
Similarly , Del Monte has faced significant backlash due to severe human rights violations at its pineapple farm in Thika , Kenya . Multiple reports have surfaced detailing violent abuses and even deaths allegedly perpetrated by security guards against workers and locals accused of trespassing . Major UK supermarkets , including Tesco , Sainsbury ' s , Asda , Morrisons , and Iceland , have suspended or dropped Del Monte products in response to these allegations .
Understanding Cancel Culture
This scenario raises the question : what is cancel culture and how effective is it ? Cancel culture involves taking a public stance against an individual or institution for actions considered objectionable or offensive , often manifesting as a form of modern social justice with a mob mentality . The greatest danger of cancel culture is not the individual damage it causes , but the creation of an unfair standard for dialogue in our society .
Brands must understand that no one is immune to cancellation . To achieve sustainable growth and maintain their reputation , they must adapt to the new demands and expectations of their customers . Consumers are no longer passive recipients of brand offerings but have gained the upper hand in their relationships with brands . This shift in power dynamics means consumers can rebel against their favorite brands in the face of any service failure . Cancel culture can have devastating effects on brands .
42 MAL61 / 24 ISSUE