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26 February 2021
Consumers want India's brands to take a stand
Brand activismCorporate social responsibilityEnvironmental & social issues
Brands in India have to pick a position on controversial socio-political issues because consumers want them to, but it is is a high-risk, high-returns strategy.
Why it matters
When it comes to controversial socio-political issues, brands in India generally play it safe and avoid taking a bold stand – unlike their global counterparts. There are many risks for those that want to do so in a polarised nation, but the returns can more than make up for it.
Indian brands are known for cause marketing but have often shied away from taking a bold stance on socio-political issues.
Taking a position on an issue requires research on its probable impact, with some fundamental principles to be observed.
Brands must have the necessary credentials, be consistent and committed, and act and not just talk.