Why CCC?

The art of building brands and fans has arguably never been as complex, driven by the prevalence of social media. While there are many positives of a more transparent corporate environment, social media can equally generate plenty of opinions and criticism, often without due diligence by individuals.

Many brands have fallen foul of cancel culture, including established majors such as Heineken, Dove, Pepsi, McDonald's, Nike, Kellogg's and Mastercard. Even relative newcomer, Snapchat, plummeted $US800 million in market value when a distasteful ad sparked online outrage. It can be hard to avoid cancel culture – but even harder to recover a tarnished reputation.  

Whilst businesses and brands strive to avoid offence, founder Eleanor Clifford recognised many lack the skill, experience, and technical knowledge to achieve that outcome. As someone who is passionate about equity and inclusion, her drive to assist corporates in this space inspired the establishment of CCC.