Why brands must bridge the honesty gap

Brands must be careful not to fall into the ‘honesty gap’ – where there’s a gap between what a company says and what it actually does.

The last eighteen months has been tough for most businesses. The pandemic has put incredible financial pressure on companies and forced many into unknown territories in terms of how they operate and go to market.

Businesses around the world have had to devise Covid 19 response plans and assess whether they could play a role in supporting the health measures that governments were putting in place. And then the death of George Floyd and the growth of the Black