With Gen Z’s ethical orientation integral to their self-identity, digital natives are not only taking to task those brands that do not live up to their standards, but are also looking for public and cultural figures to adhere to a strong moral code. As people come to demand more of politicians and pop stars, good ethics are no longer perceived as an optional extra.

With social media giving everyone a voice and helping to raise awareness of corporate missteps, people are more critical of brands than ever. But ‘call-out culture’ doesn’t have to be a source of concern – it can be an opportunity to create authentic identities both reactively and proactively.

The entertainment industry has been the source of much moral outrage since the #MeToo movement shed light on the unethical actions of well-known actors, directors, and musicians, forcing fans to rethink their media consumption. And while 38% of American moviegoers would continue to see a film that featured a lead actor who had been accused of sexual misconduct, many others are putting more onus on companies that support suspect creators; 57% of people say they’d boycott a brand entirely based on its stance on social or political issues.

In February 2018, Snap Inc. lost $1.3 billion in market value. That same week, Kylie Jenner expressed her disdain for the app's redesign in a viral tweet. The incident highlights how brands must be aware of how big influencers view their brand and work to be responsive to them.