Uncancelling yourself: How a brand can redeem itself post controversy

Being cancelled in this day and age is essentially equivalent to the total cessation of a brand. In fact, considering the nature of social media, it is hard for people to forget when a brand makes a faux pas. This is why it is paramount for a brand to work on creating an identity that is palatable for the new generation of internet users, where it makes sure that it goes through all relevant checks to ensure that they are doing the right things. 

One such brand that recently found itself staring down the barrel of the cancel culture gun was Victoria’s Secret, the lingerie brand known for its unattainably beautiful models who have been dubbed ‘angels’. However, over the years, as online discourse has become more ‘woke’ and the prominence of body neutrality grew, the idea of an un-inclusive brand of various body types no longer flew with audiences.

The brand was slammed for propagating unrealistic beauty standards, spreading misogyny and sexist attitudes, which, when coupled with controversy with notorious billionaire Jeffrey Epstein, led to a dip in its market share. The Victoria’s Secret brand waned, with more customers leaning towards body inclusivity as opposed to washboard abs, resulting in a 7% plunge in sales from the prior-year quarter, marking an accelerated decline for the brand, according to CNBC.

However, tides seem to be turning, with Victoria’s Secret's determined to redeem itself after the controversy.

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Victoria’s Secret’s attempts to fix its brand sentiments began with connecting with modern and younger consumers through social media, in order to be more in tune with what the current generation expected from brands. Recently, it unveiled its first all-female produced Malaysian campaign called #BeAuthenticYou, starring its first Malay-Muslim models, just one of many promotional materials featuring diverse models.

The question here though is if it is really possible for Victoria’s Secret to resurrect itself after years of people going after them and 'cancelling' them for its values and beliefs. Can a brand really be un-cancelled and how do they go about it?

According to Dan Iskandar, co-founder and chief creative officer at DNA Creative Communications, it is certainly possible. With time and consistent effort, he sees that trust can be re-earned. “Transparency and accountability are crucial in a concentrated approach, with a focus on long-term dedication to inclusivity and social responsibility," he said. "Collaboration with stakeholders and ongoing efforts to learn from past mistakes is also vital for rebuilding trust,” he added. However, this does not come without the approval of Gen Z, which according to Iskandar, is a discerning and socially conscious generation.

Therefore, any attempt to win them back should be driven by sincerity, empathy, and a genuine desire to evolve and be bette, he said.  A brand’s actions must align with its DNA with a streamlined campaign through various touchpoints. The key, according to Iskandar, is to embrace diversity, use clever humour, and engage in social impact initiatives. He said:

It’s a long-term commitment requiring sincerity, consistency, and alignment with their values.

In spite of its efforts to be more diverse and to undo its mistakes, the lingerie brand is still being called out for not being inclusive enough and with people saying that it’s inclusivity is performative. Iskandar believes that any brand which has been marked with a history of being exclusive, appropriating cultures or promoting narrow and unrealistic beauty standards, is bound to have eroded trust among consumers, particularly those who have been negatively impacted by these practices.

“The brand's previous actions have left a lasting impression on the public, and rebuilding trust takes time and consistent effort. Even with the inclusion of more diverse models and attempts at revamping their image, some individuals may remain sceptical about the brand's sincerity and whether the changes are driven by genuine values or merely a response to public pressure," he added, saying:

"Trust needs to earned, and it will take time."

How can brands effectively set a new brand image?

True enough, authentic inclusivity goes beyond surface-level representation and requires an ongoing effort to create a genuinely inclusive and diverse environment, according to Iskandar. “When inclusivity is deeply ingrained in a brand's values and actions, it becomes meaningful and an impactful part of its identity, rather than a mere performance for public perception. And you can be sure that people are watching,” he explained.

A brand that Iskandar highlighted for its seamless bounce back is Nike. Nike, he noted, has faced criticism in the past for labour practices and its negative impact on the environment. However, the brand has made significant strides in promoting sustainability and social responsibility through initiatives such as the 'Move to Zero' campaign. It has also attempted to redeem itself though eco-conscious corporate efforts such using 100% sustainable cotton, leather alternatives, and other such low-impact materials by 2025. Iskandar said that these efforts are not for show and that it will be embedded into the very fabric of its DNA.

Effectively creating a new brand image also comes with being acutely aware of the target audience whose approval the brand is attempting to gain, said Leon Tang, senior partner at SLPR Worldwide Southeast Asia. In this day and age, most brands' target audience is more often than not, Gen Zs. 

"Brands need to identify how to engage with Gen Zs whether it be through their preferred channels via social media or other platforms to communicate their authentic and sincere commitment to positive change," he explained, adding that implementing meaningful initiatives and supporting causes close to Gen Z's hearts will gradually regain their support and loyalty.

The caveat here would be the implication of performativity. Tang highlighted that younger consumers are perceptive and hence will be able to see through brands being insincere. The only way to combat that is by playing the long game and committing to adding diversity and inclusion to a brand's ethos.

He added:

"A well-considered approach is vital to avoid falling into the trap of “because everyone is doing it."

Peter De Kretser, founder and CEO of GO Communications concurs, stating that audiences are holding brands accountable more than ever, especially when the brand has had mishaps in the past. He also added that there is something to be said of brands which are evolving with generational change.

"Just because it may have worked in the past doesn’t necessarily mean that it always will. Diversity and inclusion have never been more prevalent and taking steps to listen, understand and include all rudiments of your audience might just help in taking extra steps down the catwalk," he explained. 

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