CIM Marketing Club: Social media and the impact of cancel culture on brands

Social media algorithms play a big role in shaping public discourse, presenting users with content they are likely to engage with. From a brand perspective, the impact of cancel culture has had significant implications for future actions and engagement with potential consumers. These social media pile-ons can curtail brand willingness to get involved in cause marketing. 

Our guest speaker Maxine Hands will talk about the rise of cancel culture and its impact on free speech, how cancel culture is affecting brands and how brands can navigate it, the potential for misuse of cancel culture and how to avoid it and how brands can use cancel culture as a force for good.

Maxine is a media and marketing expert who is known for translating complex consumer insights into clear and effective comms strategies. 

With over 25 years in the marketing industry, she cut her teeth learning media strategy at the feet of some of the UK greats in New PHD. Seeking to develop her experience in the international market she moved to ZenithOptimedia International, curating award-winning global strategic frameworks for brands such as, Allied Domecq, British Airways, Whirlpool, Tommy Hilfiger and Tropicana.

In 2005 she relocated to Ireland and has continued to build her strategic expertise in various roles delivering strategic comms planning for clients including IKEA, Permanent TSB, Kerry Foods, RTÉ, Irish Distillers, Coca Cola, L'Oréal, Old El Paso and H&M.

Maxine is a self-confessed data nerd who is obsessed with understanding consumer behaviours and deciphering motivations behind them, which in turn helps create effective marketing strategies.