A brand that takes a stand on a cause will polarise people but it has to do so because open debate is the only way to solve long-standing issues.

Why it matters

India’s marketers can no longer sit on the fence when it comes to talking about social issues. And when they do put forward a stance, they need to ensure it is bold and relevant.

Takeaways

• Brand activism is necessary because functional differentiation between brands is becoming more difficult.
• Millennials believe small acts can lead to larger social shifts.
• The brand cannot be separated from the cause...