Cancel Culture in the U.S. 2020

Topics of the survey

• Political views
• Spiral of silence
• Consumption & cancel culture
• Risky behaviors
• Top brands
• Repentance
• Social media expression
• HR & recruiting
• Demographics

• Method: Online survey
• Survey name: Cancel Culture
• Region: United States
• Number of respondents: 1,528
• Age of respondents: 18 years and older
• Type of respondents: residential online population
• Survey time period: September 15 to 28, 2020

• Gender
• Age
• Income

Political views

• How closely have you been following news about candidates for the 2020 presidential election?
• Are you a registered voter in the United States?
• Whom did you vote for in the last presidential election in 2016?
• Do you plan to vote in the presidential election?
• How certain are you that you will vote?
• What is your personal standpoint regarding the following topics? (Top-2)
• What is your personal standpoint regarding the following topics? (Bottom-2)

• Which of these statements about voicing opinions do you agree with?
• How comfortable or not do you feel expressing your political and ethical views among family?
• How comfortable or not do you feel expressing your political and ethical views among close friends?
• How comfortable or not do you feel expressing your political and ethical views among your broader circle of friends?
• How comfortable or not do you feel expressing your political and ethical views among colleagues at the workplace?
• How comfortable or not do you feel expressing your political and ethical views on your social media accounts?
• How comfortable or not do you feel expressing your political and ethical views anonymously on the internet?
• Which topics are you hesitant to speak your mind about?
• Which of the following actions have you taken to express your political opinion in the past 12 months?

• Which of these statements about consumption do you agree with?
• Do you think there is a problem with people practicing cancel culture in your country?
• Who do you think is most impacted by cancel culture?
• Which of these statements about cancel culture do you agree with?
• Have you personally experienced any of these things in the past 12 months?
• Have you personally experienced any of these things in the past 12 months? ... to boycott brands, people or political parties
• Did you take any of the following actions against a brand or company due to this behavior?
• Did you take any of the following actions against a public personality due to this behavior?
• Did you take any of the following actions against politicians or political parties due to this behavior?
• Did you take any actions against brands, people, politicians or political parties due to their behavior?
• Did you take any of the following actions due to this behavior?
• Which of these platforms did you use when you acted against a brand or company?
• Whom did you share the information / call to boycott a brand or company with?
• Did you take any of the following actions due to this behavior?
• Which of these platforms did you use when you acted against a public personality?
• Whom did you share the information / call to boycott a public personality with?
• Did you take any of the following actions due to this behavior?
• Which of these platforms did you use when you acted against a political party or politician?
• Whom did you share the information / call to boycott a political party or politician with?

• Which of the following behaviors from a brand or company would make you take actions against them? (e.g., stop using their services)
• What would have a positive impact on your view of the brand or company?
• What would have a negative impact on your view of the brand or company?
• How often do you think brands or companies should engage in local political or social issues?
• How often do you think brands or companies should engage in national political or social issues?
• How often do you think brands or companies should engage in international political or social issues?
• How often do you think brands or companies should engage in ethical issues?

• Which of these brands have you used or bought products and services from in the past?
• Which of these brands would you consider to be among your favorite brands?
• Which of these brands would you consider to be among your least favorite brands?
• If Apple did something that went against your ethical or political convictions, which actions would you be willing to take?
• If Google did something that went against your ethical or political convictions, which actions would you be willing to take?
• If Samsung did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If Microsoft did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If Facebook did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If Verizon did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If AT&T did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If Walt Disney did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If Starbucks did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If McDonald's did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If United Airlines did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If American Airlines did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If Nike did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If Adidas did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If Coca-Cola did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If Amazon did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If Walmart did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If Bank of America did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If Wells Fargo did something that goes against your ethical or political convictions, which actions would you be willing to take?
• If IKEA did something that goes against your ethical or political convictions, which actions would you be willing to take?

• Which of the following statements do you agree with when it comes to brands facing issues?
• What were the reasons for returning to a brand that you boycotted in the past?
• In general, what would be reasons to return to using a brand that you have boycotted?

• Which of the following statements on social media do you agree with? Social media …
• Which of these things have you done on social media in the past 4 weeks?
• On which of these topics have you expressed your opinion on the internet in the past 4 weeks (e.g., by liking an article or posting on social media)?
• On which of these political or social topics have you expressed your opinion on the internet in the past 4 weeks?
• What kinds of social media do you use regularly?
• What social media do you use regularly?
• Which social media platforms do you use to express your political opinion?
• Which communication platforms do you use regularly?
• Which communication platforms do you use to express your political opinion?

• When looking for a place to work, which of these aspects influence your choice of a potential new employer?

• What is your gender?
• How old are you?
• Age Categories
• Which of the following best describes you?
• In what type of community do you live?
• If the presidential election were being held today, whom would you vote for?
• How would you position yourself in the political scale?
• Do you identify as a part of the LGBTQ+ community?
• Where do you currently live?
• What is your marital status?
• What is the highest level of education you have completed?
• How much total combined money do all members of your household earn annually?
• Which of the following categories best describes your current employment status?
• How many people – including yourself and all children – permanently live in your household?
• How many children and teenagers below 14 years of age permanently live in your household, no matter if they are your natural children or not?
• What is your current living situation (main residence)?
• How big is the town you live in?
• Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.