This semester-long research project, conducted by my partner and me, examined the impact of cancel culture on brand perception, loyalty, and consumer behavior, focusing on the 18-24 age group. I designed and administered a survey to 65 participants, assessing their awareness of cancel culture, its influence on purchasing decisions, and how brand responses to controversy shaped public perception.

Our findings revealed that while cancel culture influences short-term consumer behavior, its effects are often temporary. Respondents were divided on whether to stop purchasing from canceled brands, but very few maintained their boycott long-term. Crucially, we found that a brand’s response to a controversy—especially its transparency and efforts to amend the situation—greatly influenced consumer willingness to re-engage with the brand.

Presented on a poster board to the Marist community and faculty, our research underscored the importance of crisis communication and corporate social responsibility (CSR) in maintaining brand reputation. Effective responses to cancel culture can help brands recover consumer trust and loyalty, highlighting the strategic role of communication in today’s socially conscious media landscape.