Cancel Culture & Digital Activism – Rewriting Cultural Narratives

Digital activism has emerged as one of the most powerful forces shaping public discourse. Social media platforms allow marginalized voices to speak up, organize, and challenge power in ways that were never possible before. Hashtags like #MeToo and #BlackLivesMatter have sparked global conversations and real policy changes. For example, #MeToo movement has sparked discussions of social change across the U.S., China, and Sweden by analyzing nearly 3,000 online documents from 42 platforms. Study findings revealed that while the U.S. showed the most significant legal and societal impact, China faced state censorship and Sweden balanced progress with journalistic constraints. Overall, the movement has had a measurable global influence - driving awareness, legal reforms, and digital feminist activism, though outcomes vary based on cultural, legal, and political contexts (Stubbs-Richardson et al., 2023).

At the same time, “cancel culture” has sparked debate about free speech, accountability, and the permanence of online mistakes. While some see cancel culture as a necessary tool for justice, others view it as reactionary and lacking nuance.

Brands and communicators are walking a tightrope. Remaining silent during key cultural moments is often interpreted as complicity, yet speaking out without authenticity can backfire. That’s why it’s essential to lead with values and consistency. Performative activism - empty posts without action - won’t fly anymore.

Take Ben & Jerry’s, for instance. Their bold statements on social justice weren’t one-off reactions - they were extensions of their brand identity. Recently, Unilever’s decision to spin off its ice cream division, including Ben & Jerry’s, has reignited discussion around the brand’s long-standing commitment to social activism. Known for integrating progressive values into its business model, Ben & Jerry’s offers a blueprint for companies seeking to engage with political and social issues authentically and effectively. Experts emphasize the importance of consistency, authenticity, and clearly stated values, while also acknowledging the challenges of maintaining activist roots after corporate transitions. When done right, digital activism can elevate a brand. When done wrong, it can destroy one (Segal, 2024).

The rise of cultural accountability means communicators must be culturally literate, emotionally intelligent, and brave enough to stand for something. It’s no longer about selling - it’s about aligning with shared values.

📊 Check out this infographic from Sprout Social:

The Impact of Social Media on Activism

This visualization breaks down consumer expectations and shows how people increasingly want brands to take meaningful stances on social and political issues.

References:

Segal, E. (2024, March 24). What the activism of Ben & Jerry’s can teach business leaders. Forbes. https://www.forbes.com/sites/edwardsegal/2024/03/24/what-ben--jerrys-activism-can-teach-business-leaders/

Stubbs-Richardson, M., Gilbreath, S., Paul, M., & Reid, A. (2023). It’s a global #MeToo: A cross-national comparison of social change associated with the movement. Feminist Media Studies, 24(6), 1330–1349. https://doi.org/10.1080/14680777.2023.2231654