Consumers are holding brands accountable and there's no backing out
Out-of-touch influencers and brands will no longer tolerated in 2026
Is the internet finally canceling influencers and brands who are out-of-touch?
From Mikayla Nogueira’s Lash Gate to Jaclyn Hill’s Angel Tree fiasco, we’re seeing influencers get called out left and right, but this shift is deeper than you think.
We’re witnessing the rise of the aware consumer: consumers who are critical about where they spend their attention, time, and money, based on whether who they’re buying from aligns with their moral compass.
Whether it’s undisclosed ads, constant wealth flexing, or tone-deaf messaging, audiences are no longer justifying behavior that feels performative or out-of-sync with reality.
Remember Mariah Carey and Sephora?
In November, Mariah dropped her annual “It’s Time” video and it received backlash due to being interpreted as mocking working-class struggles. Neither Mariah nor Sephora responded to the criticism.
Then a month later, it was announced that Wham!’s “Last Christmas” topped the Billboard Global 200, dethroning Mariah globally. Coincidence? Maybe.
It’s hard to ignore that Mariah lost her global crown the same season she starred in a tone-deaf campaign that alienated the very consumers who’d made her the “Queen of Christmas.”
Then we had the Sydney Sweeney and her “Great Jeans” fiasco where people collectively decided to boycott American Eagle and cancel her for the questionable campaign. There was also the downfall of Duolingo where they witnessed a mass unfollowing after the CEO announced being an AI-First company.
This is what aware consumers look like in action. They’re not just doom-scrolling anymore, they’re thinking twice about who they’re going to support.
Mikayla Nogueira got backlash for lying in her product reviews
Jaclyn Hill got backlash for being out-of-touch with reality
Mariah Carrey and Sephora got backlash for mocking the working class
Sydney Sweeney and American Eagle got backlash for promoting eugenics
Duolingo got backlash for becoming an AI-first company
Recently, billionaires have been called out for wealth hoarding. Now, influencers are facing the same scrutiny, especially when they flaunt excess while followers struggle with rent and groceries.
For brands leveraging influencer marketing, this means the quality of their character matters more than ever. A million followers means nothing if the audience is disengaged. The influencers who foster understanding and are self-aware of who their audience is are the ones who get the most praise and recognition.
So choose individuals who aren’t just participants in your brand or industry. Choose people whose morals and intentions align with your brand values.
The same goes for brands who plan campaigns months in advance. Think about what kind of content your target audience consumes and how they respond to xyz. Creating a successful, relatable campaign means its messaging comes across in a way that speaks to their customers beliefs and habits, while also maintaining brand identity and values. Balance is critical, especially as aware consumers continue to grow.
Let us know your thoughts on this.