Advertising has always been part of the cultural zeitgeist. But today, brands must alwaysbe aware of social issues. This is due to the breakneck speed at which social media and online platforms move. The cost of ignorance can be swift and severe. Negative brand adjacency doesn't just damage a brand's reputation. It can have a direct impact on its bottom line as well.

Millennials and Gen Xers

A 2017 study sheds light on this. It was commissioned by the 4As and conducted by the Wharton School's Future of Advertising Program and Omnicom's Hearts & Science. It examined the effect that uncertain brand safety had on Millennials and Gen Xers. 1,500 consumers ages 22-45 from the US and Canada participated.