Thanksgiving was even more special than usual at our house this year. There was something magical about having the twins home from college and everyone coming together to enjoy the holiday. (As an aside, I no longer have any idea how I managed things when all four girls were growing up. The increase in laundry alone last week was mind-numbing. And it was a real struggle to keep the refrigerator stocked!)

I have always enjoyed hearing the girls’ perspectives on current events, but I find it even more enlightening now that they are off on their own meeting new people and experiencing things outside our family unit. One of the topics that came up in our discussions was “cancel culture.” I have never thought much about this concept being relevant to the meat industry, but they assured me that it is.

My 18-year-old daughter, Claire, who is considering a major in marketing and digital media, jumped at the chance when I asked for some help defining the concept:

“I learned about cancel culture through the app TikTok this year. Is has affected a lot of influencers I follow and some of them do not even post anymore. Cancel culture is so toxic because people will run with rumors, post about them, and everyone will believe it, no matter if there is any proof. It is unfortunate because it is ruining careers and the image of some of these amazing creators. This can happen not only to people, but even brands and foods. A rumor about a food or clothing brand can ruin its image, and even if it’s not true, people don’t care. They just like the idea of sticking with the crowd and making someone or somethings else’s good image die for the sake of their entertainment.”

This may be Claire’s definition, but the Pew Research Center did a study in 2020 on the U.S. public’s view of cancel culture and only one thing was clear: We are divided on the concept, and even the very meaning of the phrase. So, is cancel culture about accountability or is it just a mean-spirited way of causing harm to someone who has a different belief than you? And, given today’s environment, is there any way the meat industry can avoid being cancelled?

“No, there is no way to avoid it,” according to my daughters. But they could not tell me why, because there really is no logical reason. As an industry, we know that being called out for misdeeds (real or perceived) is nothing new. What is concerning, however, is that the prevalence of social media has brought public shaming to a whole new level.

In a recent British Vogue article which explored reasons cancel culture is toxic to society’s collective mental health, chartered psychologist and author of How To Build A Healthy Brain, Kimberley Wilson, was quoted as saying, “Social media has democratised shaming (we can all shame anyone we like), simultaneously expanding its reach, stripping away any mitigating or humanising context, and leaving a permanent paper trail of what might have been a momentary indiscretion.”

Because I refuse to believe that anything is impossible, here are some suggestions to help those of us fighting the good fight to keep the meat industry off the #IsOverParty list:

Always be intentional in your actions and remember that actions speak louder than words. While many companies talk about their values and cultures, what the public will remember is what you did, not what you said. Authenticity is key in all communications, and there has never been a more important time to walk the talk.
Try as much as practicable to employ diversely and ensure that important decisions are made by a diverse group of leaders. We have been talking about the business case for diversity, equity and inclusion for years. Today, a diverse team is critical to identify and avoid pitfalls that could lead to cancellation. If you haven’t yet truly embraced DE&I, what are you waiting for?
Invest in proactive, strategic communications. Effective communications must be focused on the audience, and they must be proactive. This is truly an environment in which the best defense is a good offense. Don’t forget to leverage your industry associations. They have invested and continue to invest in consumer insights that will help you meet consumers where they are.

I want to thank my girls, and especially Claire, for their contribution to this month’s blog. And I’d love to hear your thoughts about cancel culture. What do you see as our biggest risks and how do we best mitigate them?

How to avoid being 'cancelled'

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