The Phenomenon of Cancel Culture in Russia: Features of Perception by Russian Consumers

This research paper examines the phenomenon of cancel culture and its perception by Russian consumers aged 18 to 26. This paper examines the roots of the phenomenon, its aspects from different sides: marketing, legal, sociological, communication. The author also studies how consumers apply boycotting towards influencers and brands in the West and in Russia, as well as the application of CSR by brands. The research method is in-depth interviews and an online survey. The results of the study reflect the perception of consumers in Russia of brand boycotting and attitudes towards the phenomenon of cancel culture. This work has practical significance as it gives communication, branding and marketing professionals a deep understanding of consumers' patterns and the factors that are important to them when choosing a brand.