Reputation at risk: The impact of cancel culture on corporate communication

Abstract

This article investigates the impact of cancel culture on corporate communication, focusing on the challenges it poses to organizations and the strategies necessary to mitigate reputational damage. In a digital context where social media mobilization can turn a minor mistake into a full-blown crisis, the study critically analyzes both the immediate and long-term effects on brands. The importance of constant monitoring and a proactive response when it comes to crisis prevention is demonstrated in practical cases, such as the Balenciaga case. This article also proposes an in-depth reflection on the ethical responsibility of organizations, emphasizing the need to balance ethical responsibility and freedom of expression, as well as the relevance of innovating in communication management to strengthen stakeholder trust.