Five considerations for building activist brands
Stephen Whiteside
Research by full-service agency VMLY&R revealed that 71% of people believe that brands are more of a force for good than governments and institutions, demonstrating clear opportunities for marketers.
Why it matters
Consumers increasingly expect brands to be active participants in driving social and environmental change, rather than remaining focused solely on profit. Ensuring such efforts are more than a communications exercise requires the development of a sop
