Demanding accountability from powerholders has manifested in various ways throughout history. With the emergence of digitalization and social media, a new phenomenon was born, which evolved into a powerful yet ruthless tool for steering controversial brands in the right direction. This study has aimed to focus on this phenomenon - cancel culture. Cancel culture is a relatively new phenomena that descends from the phenomenon call-out-culture on Twitter, where users “called out” disruptive or unacceptable behavior. Cancel culture has a negative effect on brand reputation, which in turn affects the trust and thereby the commitment toward a brand. The aim of this study is therefore to investigate how the phenomenon of cancel culture affects the consumers relationship to brands, in terms of trust and commitment. The study was conducted using a qualitative research method and an abductive approach. The empirical material was collected through conducting semi-structured interviews with elven consumers. The results clearly show that consumers' trust and commitment towards a brand is affected by cancel culture, causing the relationship to be damaged. The study also points out shared values and brand reputation as key variables for building trust, and how these are severely damaged when a brand is canceled. The results also show reluctance from the consumers to forgive the brand after they have been canceled, which can mean serious consequences for canceled brands. It is therefore of great concern to understand the phenomenon and its triggers, so that brands can take care to avoid being canceled.