There is a strategy that marketers can follow if they want to champion a cause and one important element involves aligning a brand’s values with the issue identified.

Why it matters

Brand activism will soon be a mainstream brand-building initiative in India and brand custodians can pursue it in a measured and effective way. But before that, a brand must determine if its values can serve as a compass for brand activism.

Takeaways

• Before investing in a cause, invest in your brand’s values and core beliefs.
• When a brand’s values match those of a consumer’s,...