In today’s hyper-connected world, brands are constantly scrutinized and often held accountable for their actions internally and externally. While some view this as part of a necessary conversation about responsibility and inclusivity, others perceive it as censorship. Navigating this nuanced debate presents challenges and opportunities for brands that face the ever-looming risk of “cancellation.”
The concept of cancel culture can be divisive. In a survey by Pew Research, 58% of Americans said calling people out for their statements is more about holding them accountable, while 38% said it’s about punishing people unfairly. This sharp contrast of perspectives directly impacts brands, particularly in how they react to backlash. Some of the most well-known names in business and entertainment —Victoria's Secret, Bud Light, and The Chicks—have had to confront public outrage and reframe their brand identities, for example.
Internal and External Accountability
For brands facing public backlash, accountability typically comes in internal and external forms. Internal accountability often involves reassessing values, company policies, and partnerships. Victoria’s Secret, for example, has undergone a significant rebrand, shifting from its long-held image of unattainable beauty standards to a more inclusive and body-positive message. This pivot shows that brands can recalibrate by holding themselves accountable for past decisions while reshaping their future direction.
External accountability, on the other hand, comes from the customers and a broader community. The 2023 backlash against Bud Light following its partnership with Dylan Mulvaney revealed the delicate balance brands must maintain between their values and the varied views of their consumers. The U.S. division of Anheuser-Busch reported a 13.5% decline in revenue that quarter, most of which was credited to a decrease in Bud Light sales. Public outcry forced the brand to regroup and reconsider navigating advocacy without alienating its core audience. The Dixie Chicks, now known as The Chicks, also faced public pressure to align their identity with modern sensitivities, dropping a term that carried racial connotations in favor of a more neutral moniker.
Receptivity and Reliable Troubleshooting
Brands that emerge successfully from cancellation scenarios are receptive to feedback. They have systems to assess public sentiment, engage in dialogue, and troubleshoot effectively. Reliable crisis management mechanisms are crucial in avoiding knee-jerk reactions, allowing companies to respond thoughtfully and with intention.
In Victoria’s Secret’s case, the brand didn’t immediately overhaul its entire identity; instead, it listened to years of feedback about its portrayal of women and its role in shaping beauty standards. They scrapped their existing executive team in 2020, replacing most leadership roles with forward-thinking brand representatives that would pioneer the change. The brand has not entirely recovered from its reputation as being socially negligent. Still, programs like the VS Collective and re-imagining their infamous fashion show indicate momentum in regaining their stature within their industry. By demonstrating a willingness to evolve and embrace inclusivity, they crafted a rebrand that resonated with current social expectations without losing their essence entirely.
Sensitivity in Creative Problem Solving
Crisis or cancellation often sparks the need for creative problem-solving. The Chicks’ rebrand is a prime example of how sensitivity plays into decision-making. Their name change acknowledged the historical context surrounding “Dixie,” but rather than fighting the call for change, they embraced it as an opportunity to evolve. The sensitivity shown in their response allowed them to re-emerge stronger, more attuned to their audience, and with a newfound purpose.
Bud Light, on the other hand, is still navigating the fallout of its marketing choices. This shows that creative problem-solving must align with a brand’s audience's values and sensibilities. Bud Light's challenge lies in mending relationships and crafting new narratives that resonate with its customers.
Taking Time to Regroup
An essential part of surviving cancellation is the ability to pause, regroup, and execute a well-thought-out plan. Brands that rush to react often face more challenges than those that take a moment to reflect. The Chicks were first “canceled” in 2003 after criticizing then-President George W. Bush during a concert in London. As country artists, this opinion contrasted with many in their fanbase and publicly severed the group’s relationship with mainstream country music.
While exploring name changes, the group quietly experimented with options like “Dixie Chicks,” dropping “The” for their feature on Taylor Swift’s “Soon You’ll Get Better” in 2019. According to NPR, the official rebrand was soft-launched in June of 2020 with the release of their first song in 14 years. The backlash may be loud, but thoughtful reflection paired with strategic execution leads to meaningful change. As brands like Victoria’s Secret, Bud Light, and The Chicks have shown, it’s not about making instant corrections but finding the right path forward after assessing all aspects of the situation.
Crisis Communication: How PR Teams Can Lead the Charge
When a brand puts its “foot in its mouth,” the PR team is often the first line of defense in crisis communication. A well-executed crisis communication strategy can prevent a situation from escalating and allow a brand to recover more swiftly. Here’s how PR teams can effectively manage these high-stakes moments:
Acknowledge the Mistake Quickly
Transparency is critical when a brand faces public backlash. The PR team should promptly acknowledge the misstep rather than try to sweep it under the rug. Victoria’s Secret, for instance, initially faced backlash for its lack of inclusivity but took steps to acknowledge the criticism publicly. By addressing the issue head-on, brands can demonstrate that they are listening to their audience and taking their concerns seriously.
Issue a Sincere Apology
A robotic, “canned” response can do more harm than good. A genuine apology that conveys an understanding of why the issue arose and how it impacted people is essential. Bud Light’s crisis following the Dylan Mulvaney partnership could have benefited from a more heartfelt and direct approach. While the brand eventually responded, the delay and lack of clear communication left a void that intensified the backlash.
Clarify the Brand's Core Values
During a crisis, it is essential to remind the public what the brand stands for. PR teams should be clear about the brand’s values and how those values align with the steps taken to address the issue. The Chicks, for example, clarified their stance on inclusivity and respect through their rebranding process, which helped reestablish their connection with fans.
Develop a Long-Term Plan for Recovery
Crisis communication doesn’t end after the initial response. The PR team must outline a plan for long-term recovery, including new marketing campaigns, product changes, or partnerships that align with the lessons learned from the backlash. Victoria’s Secret has consistently worked on refining its image post-crisis, with new campaigns that reflect the diversity and inclusivity it lacked in the past.
Engage in Open Dialogue with the Audience
Finally, the PR team should foster an ongoing dialogue with the audience, encouraging feedback and showing that the brand is listening and evolving. This could be town hall-style Q&As, social media conversations, or collaborations with influencers who align with the brand’s renewed values.
Accountability culture is ultimately about more than one moment of reckoning and an ongoing commitment to listen, learn, and adapt. Brands that are open to feedback and continue to engage in meaningful conversations with their customers often see long-term success. Victoria’s Secret is still on its journey to redefine itself, but its commitment to evolving shows the power of long-term listening. Similarly, The Chicks and Bud Light illustrate that while mistakes may happen, learning and adapting continually is critical in regaining trust and relevance.
In an era where cancel culture and accountability culture intertwine, brands must be vigilant, sensitive, and adaptable. As Victoria’s Secret, Bud Light, and The Chicks have demonstrated, rebranding or recovery after cancellation is not a one-size-fits-all solution. It requires commitment to internal and external accountability, creative problem-solving, time to regroup, and a promise to continue listening. PR teams play a pivotal role in this process, leading with transparency, sincerity, and clear messaging that can turn a public relations disaster into a chance for renewal.
At The Felice Agency, we understand that clear messaging and strong branding are critical to a brand’s success, especially in today’s fast-moving, high-stakes environment. From day one, our team works with you to establish messaging that authentically reflects your core mission and values, ensuring your brand resonates with your audience and stands firm in any situation. Should your brand ever face challenges like cancel culture or public backlash, our experienced PR team is equipped with the expertise to guide you through it. With a proven track record in crisis communication, we’ll help you navigate challenging conversations, rebuild trust, and emerge stronger.
Let’s create a brand that stands the test of time.