As one of the most socially influential generations, Gen Z has the power for brands to flop or fly, thrive or die. From your perspective, as a hospitality brand, you are constantly on the lookout to ensure you are seen as modern, forward-thinking, and in tune with the values of your audience. And so, with the term ‘cancelling’ being so common within Gen Z, what do you have to do to make sure your brand does not get cancelled? 

I’m Hollie, the Gen Z Marketing Intern here at Punch Hospitality. I’m here to give you a full rundown of what not to do to make sure you don’t get cancelled!

Brand Cancellation

First of all, let’s define the term ‘cancelling,’ what does it mean to be ‘cancelled’ I hear you ask? Well, being ‘cancelled’ means a person (or brand) is ostracised, boycotted, and shunned by the public, often due to a perceived wrongdoing or unacceptable behaviour, especially on social media. Which is why being ‘cancelled’ is such a big thing within Gen Z – they are the social media warriors!

Gen Z Brand Priorities

Gen Z seeks truth in every purchase – they check the facts, read the reviews, and care deeply about sustainability and authenticity. They’ve grown up online with constant connectivity shaping their behaviour. They value authenticity, personalisation, and experiences over material things. 

With that being said lets go over the do’s and don’ts, so your brand doesn’t get cancelled. 

The Gen Z PR Rules

Do research your partners and influencer collaborators

That big-town influencer who just hit 1 million followers on TikTok may not be as genuine as their curated persona suggests. While their current content looks brand-safe on the surface, it’s important to dig deeper. Just five years ago, they may have been posting controversial content that doesn’t align with the values your brand wants to promote.

As their visibility grows, so does the scrutiny. Old content has a way of resurfacing, especially when public attention is high, and once your brand is associated with them, it’s hard to separate your brand image from their past. An influencer might bring temporary reach, but the long-term reputational risks could far outweigh the benefits. When choosing influencers, it’s not just about numbers; it’s about integrity, alignment, and protecting your brand’s future. Because if the influencer gets ‘cancelled’ then so does your brand! 

Don’t partner with other brands that don’t align with your values

A collaboration might look good on paper, but if the brand you’re aligning with operates in ways that clash with your morals, it can damage your credibility. Gen Z can see through inauthentic partnerships, and the backlash from aligning with the wrong name can be swift and long-lasting. 

If their ethics don’t match yours, neither should your logos.

Don’t promise results you can’t achieve

If you commit to certain numbers, reach, donations or engagement you need to deliver. Overpromising damages trust, your brand’s reputation, and can hurt the cause you’re trying to support. Obviously mistakes can be made,  but consistently breaking your audience’s trust will have an everlasting impression.

Be real, be honest, and only promise what you know you can follow through on.

Do stay engaged with your community

By that we mean community management. Community management can be the ultimate deciding factor in whether you get cancelled or not.

Reply. Reply. Reply!

You have to respond to messages, whether they’re good or bad. One negative comment left unchecked can snowball into hundreds more just like it. What could’ve been a quick, thoughtful response turns into a full-blown crisis if ignored.

Stay on top of it – because silence speaks louder than a simple reply ever could. 

Don’t value perfection over transparency

Gen Z values transparency over perfection. You don’t have to have everything figured out. You don’t need to be 100% carbon neutral or partner with a million charities. What matters is that you’re honest about where you’re at and committed to doing the work to make sure you reach those goals.

These goals aren’t just boxes to tick, they’re ongoing commitments. It’s not enough to have goals on paper. They need to be lived, worked on, checked, challenged, and improved consistently. Gen Z can spot performative efforts a mile away. They’re not looking for flawlessness, they’re looking for real.

Brand Authenticity and Gen Z Alignment

To keep this brief (as every Gen Z loves things that are short, snappy and straight to the point), here is a quick summary of the basic points to remember.

Hospitality brands must stay authentic, be proactive in managing their image, and ensure their actions and partnerships align with Gen Z’s values to avoid being cancelled. This means staying true to your brand’s core values, engaging with your audience regularly, and addressing issues quickly to prevent them from escalating. It’s also important to carefully vet any influencers or partners to make sure they share your brand’s ethics and standards. 

Gen Z expects transparency and consistency, and any misalignment can lead to backlash. 

By maintaining integrity and building genuine connections, your brand can truly avoid the risk of being “cancelled” by Gen Z.

If your hospitality brand is looking for guidance on maintaining and protecting its reputation, get in touch with the Punch team.

Call Punch Hospitality today on 0113 255 7285.