Assessing reputational risk in influencer partnerships with past controversies

[ThomasJ]

I'm a mid-level manager at a consumer brand, and our marketing team is currently debating whether to collaborate with a popular influencer who has a somewhat controversial past that resurfaced online last year. Some team members are worried about potential backlash and getting caught in a cancel culture storm, while others argue the influencer has genuinely apologized and evolved. I'm tasked with making a recommendation, but I'm unsure how to objectively assess this kind of reputational risk in today's climate. For other professionals navigating brand partnerships, what due diligence process do you follow to evaluate an influencer's past controversies, and how do you weigh the potential for renewed backlash against the value of their audience and the authenticity of their growth?