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 sophisticated strategy that is attached to a brand’s core equity.
- To build long-term intangible value for their brands, marketers should consider becoming part of the “social fabric” in meaningful ways.
- Marketers that embrace activism may be able to reach broader audiences than in the past, or engage with new consumer segments.
- Failing to act may constitute a risk for brands, as...