Navigating “cancel culture” - What to do when your personal brand faces criticism

There’s been a lot of heated discussion lately, both on LinkedIn and across social media, about personal and company brands being "cancelled" or facing significant backlash. Here are my tips on how to handle that, apologize, and move on.

One recent example is Swedish influencer Matilda Djerf , whose company, Djerf Avenue, came under scrutiny after Swedish newspaper Aftonbladet published an investigative report based on anonymous testimonies from current and former employees. The allegations included claims of public scoldings, bullying, and a workplace culture that caused anxiety and tears.

Let me be clear: I’m not taking a stance for or against Matilda or her brand here. Instead, I’m using this as an example of how quickly backlash can escalate. It also raises an important question: how do you handle criticism when it comes knocking on your door?

"How do you handle criticism when it comes knocking on your door?"

Personal brands vs. company brands in crisis

When backlash happens, the way you respond can make or break trust with your audience. The stakes and strategies differ significantly between personal and company brands.

1. The stakes might feel more personal

• Personal brands: Criticism feels like a direct attack on who you are, not just what you do. The expectation is vulnerability and authenticity.
• Company brands: While criticism can be intense, it’s often aimed at a faceless entity rather than an individual. This allows for a more detached, professional response.

Take the famous apology video from Ashton Kutcher and Mila Kunis. After writing character reference letters for convicted rapist and former That '70s Show co-star Danny Masterson, the couple faced backlash for appearing to support him. In their video, they explained their intentions, but failed to take true accountability, saying, “If anyone misinterpreted our intentions, we’re sorry.” This deflection made their apology feel insincere and hurt their credibility as individuals.

“If anyone misinterpreted our intentions, we’re sorry.” This deflection made their apology feel insincere and hurt their credibility as individuals."

Compare this with Bumble Inc. , a company that faced backlash over an ad campaign that appeared to mock celibacy. Bumble promptly addressed the issue, saying:

"We made a mistake. Our ads referencing celibacy were an attempt to lean into a community frustrated by modern dating, and instead of bringing joy and humor, we unintentionally did the opposite."

This swift and professional acknowledgment helped Bumble recover by demonstrating accountability, and openness to improvement.

2. Accountability looks different

• Personal brands: You are solely responsible for your actions and words. People expect you to step up, take responsibility, and explain what you’ve learned.
• Company brands: Responsibility can be shared across leadership or a team, allowing for a more collective approach to addressing mistakes.

3. Recovery timelines vary

• Personal brands: Rebuilding trust can take longer, but can also be quicker. People want to see consistent, authentic actions over time to believe in your growth. But if they already have a good impression of you, they may be inclined to forgive and forget sooner.
• Company brands: A strong new campaign, product, or initiative can often shift focus and repair reputation quickly.

Is “cancel culture” as big a threat as we think?

While cancel culture is a real thing, it may not be as permanent or damaging as it seems. Lets look at our younger generations: Gen Z, in particular, offers an important perspective:

• Gen Z values accountability over perfection: This generation understands that mistakes happen, and they do their research. What matters is how you respond and whether you show genuine growth.
• They’re forgiving when you own your actions: If you acknowledge your mistake and clearly outline how you’ll improve, many are willing to move forward.

Backlash is rarely the end of the story, many brands and individuals recover, and some even come out stronger by demonstrating authenticity and resilience.

When to apologize

• If your actions have caused harm, whether intentional or not, you should address it.
• If there’s a misunderstanding, clarify your intent, but also acknowledge the impact. Intent doesn’t erase harm.
• Avoid staying silent for too long. Silence can feel dismissive and allows others to shape the narrative.

"Avoid staying silent for too long. Silence can feel dismissive and allows others to shape the narrative."

How to apologize

1. Take full responsibility Don’t shift blame or use phrases like “if anyone was offended.” Instead, say: “I made a mistake, and I’m deeply sorry for the impact it caused.”
2. Explain the context (but don’t excuse) People appreciate understanding the why, but context shouldn’t overshadow accountability.
3. Be sincere Whether it’s a written statement or a video, sincerity comes through in tone and delivery. Authenticity matters more than polished words.
4. Share your next steps People want to see how you’ll do better. Be clear about what you’ve learned and the actions you’re taking to prevent similar mistakes.
5. Stay open to dialogue If possible, engage with your audience or leave room for comments. Disabling comments or avoiding discussion can come across as avoiding accountability.

Is it riskier to connect a strong personal brand to a company?

It might be, but the potential rewards are also much greater. A strong personal brand amplifies the success of a company by creating a more authentic, relatable connection with its audience. As I’ve shared before, research found that 44% of a company’s market value is directly attributable to its CEO’s reputation. So, you have an enormous opportunity here to build a strong company brand with the help of your personal one.

It might seem scary but here’s the good news: When a personal brand is authentic and takes responsibility during a crisis, followers are more likely to forgive and move on. They feel invested in the person behind the brand and are willing to give them the benefit of the doubt when mistakes happen.

Whether you’re Matilda Djerf, Bumble, or Ashton Kutcher - the same lesson applies: people don’t expect perfection - they expect accountability. Done right, an apology can transform backlash into an opportunity to connect, grow, and build a stronger brand than ever.

"People don’t expect perfection - they expect accountability. Done right, an apology can transform backlash into an opportunity to connect, grow, and build a stronger brand than ever."

/M.