Updated: Sep 11
What is the "Cancel Culture" and are Brands aware of how consumers can influence Change.
When it comes to Brands, "Cancel Culture" is the right approach. It is evident during these last few months how the consumer has initiated change through their power of purchase. I think the "Cancel Culture" is an exercise in consumer power, and I am all for it.
I know over the course of my lifetime, I have had numerous breakups with Brands because of their intolerance, lack of accountability, and promotion of hate. These breakups always give me a feeling of empowerment. As I have taken my hard-earned pennies and placed them into a more well-deserving brand.
It is my way of filtering out what Brands I bring into my life, and what and who I choose to buy from.
I would simply sum this up as "money talks".
Why would I abide with those Brands who remained silent when other's were standing alongside me. Brands need to learn is that there are so many brands out there for a consumer to choose from.
So I wanted to write this article last week, as I watched a presser by the President of the US and the Owner of a food conglomerate called "GOYA". This is not about intolerance for a differing opinion. It is more about why would I support a Brand which doesn't value the same things I do.
Now the "Cancel Culture Club' hit Goya pretty quickly and pretty swiftly after Goya Foods CEO Robert Unanue said, "We are all truly blessed" to have a leader like Donald Trump. However, what I personally found truly remarkable was that "Goya's" owner had no clue as to who his "Ideal customer" was. Those who were actually buying the products were usually Hispanic's whose families had through the generations grown up with Goya products.
During the presser, those familiar with "Branding" would have been cringing alongside the "Ideal Goya Customer". Goya was Founded in 1936 by Spanish immigrants, the popular food and seasonings company has been a staple household item for many Hispanic Americans, but is now at the centre of a political divide, since Trump has long been unpopular n the Hispanic community.
What I found more than interesting was that this was a Publicity stunt by the White House, to show the President in a favourable light. Surely Goya's Owner would have thought what do I gain from attending this presser. What did occur was that The backlash was swift, prompting a boycott of the company’s products using the hashtag #Goyaway.
Prominent Hispanic American Democrats like Rep. Alexandria Ocasio-Cortez and former presidential candidate Julián Castro suggested boycotting their products and #Goyaway began trending alongside #BoycottGoya.
Goya's owner failed to recognized that the world is now populated by an increasingly conscious consumer. These consumers are now faced with a lot of choices. They are now choosing to spend their money on other brands offering the same products. Is this wrong, I don't think so. I feel that the grocery store shelves are filled with plenty of good alternatives.
Why should we compromise when we can #Cancel.