But brands don’t have the luxury of staying silent and should create a progressive voice because consumers are loyal to brands they see as extensions of their own world view.

Why it matters

Consumers worldwide have made it clear that they want their preferred brands to take a stand on matters that impact society but in India, most brands do not due to religious and political sensitivities. When they do, the disparity between intent and actual action can result in brickbats.

Takeaways

• Consumers are more receptive to brands that take a stand on controversial issues.
• In India, brands rarely...