Typically you at least lose your career, if not your home and family; after which you're unhirable for a year or two, unless you find some way to ride the controversy or give an incredibly compelling apology, claim to go into therapy for whatever you're accused of, and become an activist that stands against whatever you're accused of.
It's kind of like how detectives coerce people into false confessions, really. Sometimes it's easier or less damaging to plead out than prove your innocence, which is why some people submit to the irrational mobs and further empower them. Honestly, even when the person is 100% at fault -- like the doughnut girl or whatever who filmed herself berating an employee -- the repercussions are generally way too extreme in relation to the transgression.
Oh, you mean the attempt itself? Social media bombardment and phone calls for starters. Vandalism of your property and death threats (not just to you, but also your family and friends) are common as well. And it goes on until either your life is in shambles or they find something new to be outraged over.
I would like a list of victims of cancel culture who have lost their jobs and families.