Being cancelled by a mass audience is a terrifying prospect for any brand, and with social media and the court of public opinion reigning supreme, VFS Global's Sukanya Chakraborty talks about the importance of on-point crisis communication to turn the tide.
Comments are not just comments. Brands must understand nuances of tone and voice before adopting language trends for popularity, says this consumer insights lead.
With cancel culture being a fiery topic at the moment, brands should understand the shortcomings of the discourse, as well as the potential for hypocrisy that goes along with it.
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