The #BoycottGoya Trend: Does Social Media Cancel Culture have an Impact on Business?
| Case Code: MKTG449
Case Length: 12 Pages
Pub Date: 2023
Teaching Note: Available
| Price: Rs.400
Organization : Goya Foods, Inc.
Industry :Food & Beverage
Countries : United States
Themes: Communication Strategy, Social Media, Reputation Management,Leadership Style
Abstract Case Intro 1 Case Intro 2 Excerpts
In January 2022, Forrester Research, Inc. (Forrester) released a new report titled, “Cancel Culture: Confusing, Complex, and Contentious”, which sought to address the impact of cancel culture on brands. In that report, it was proposed that any comments made by the CEO of a company, if ever they became controversial, did not have the all-encompassing power to alter customers’ opinions about the particular company or the brand. An excerpt read, “While less than a majority (40%) of U.S. online adults indicated that they are likely to boycott a brand if the brand’s CEO does or says something inappropriate/offensive/scandalous, 25% say their loyalty to a brand may prevent them from actually doing so. 32% were neutral on the matter — signaling that they could flip depending on the nature of the issue.” The Forrester report was expected to assuage the concerns of most brands that had experienced some form of backlash by certain sections of the public, over comments by their CEO or other top management..
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