Making Sense of Cancel Culture in the Fashion Industry: A Qualitative Study of Gen Z Consumers

Abstract

The concept of cancel culture has emerged alongside the growth of social media, providing consumers with a platform to express dissatisfaction towards brands that engage in controversial practices. Consequently, this phenomenon significantly influences the marketplace where brands and consumers act. In this study, we examine how Generation Z consumers make sense of cancel culture within the fashion industry by conducting in-depth interviews. This with a focus on social and ecological sustainability using consumer culture theory as a framework. The findings show that cancel culture is perceived as a tool for consumers to hold brands accountable for unsustainable practices through social media and collective consumer actions. However, attitudes towards the phenomenon are divided and do not always align with behavior in the marketplace. Instead, Generation Z consumers make sense of cancel culture differently when interpreting its meaning to their own life and context, which illustrates its dynamic nature. This study contributes to a relatively unexplored research area and with valuable insights for brands and marketers about cancel culture within the fashion industry from a consumer perspective.