By Lucy Stewart, Head of Client Services
From Starbucks to Balenciaga, Target to Tesla, many brands have faced the scrutiny, and backlash, of conscientious consumers. Welcome to the reputation economy, where a brand’s ethics and behaviour are under the spotlight more than ever. We wanted to dive deeper and understand the nuances of modern consumer behaviour, and what it means for brands in 2025.
Who is driving Cancel Culture?
Our survey shows that younger generations are leading the charge when it comes to holding brands accountable. Over half (55%) of 16–34-year-olds say they’ve stopped shopping with a brand due to a clash in values, compared to just 23% of over-55s. Our data also reveals that men (42%) are more likely than women (36%) to walk away from a brand that doesn’t align with their beliefs.
Can a brand recover once cancelled?
Brands will be pleased to hear that it’s not one strike and you’re out. Three quarters of consumers aged 25–34 say they would give brands another chance, if they apologise and make a change. Men are generally more forgiving (68%) than women (60%) when actions support words and will go back to once-scorned brands.
How can brands rebuild trust?
So, what does it take for consumers to forgive? A public apology (32%) and a transparent explanation (31%) rank as the most effective ways to regain credibility. Younger consumers, however, push harder for tangible action: 30% of 16–24s and 35% of 25–34s say that compensating affected customers or communities is the clearest path to redemption.
Why brand reputation matters in 2025
The data speaks volumes, reputation is king. From sustainability and ethical AI use to staff treatment, the factors influencing consumer trust have never been more complex. Brands that ignore these dynamics risk being “cancelled,” but those who act transparently, take responsibility, and re-align with their customers’ values can come back in to favour, and sometimes even stronger than before.
At Censuswide, we help brands uncover the insights behind these shifting behaviours. If you would like to discuss any market research ideas or projects, feel free to get in touch with us.
