How brands can take a stand at a time of growing social justice fatigue

American consumers want brands to take meaningful action on important issues, but also exhibit a degree of social justice fatigue, according to data from market research firm GWI.

Americans want brands to engage in advocacy, with social justice and women’s health at the forefront of consumers’ minds, according to data from market research firm GWI.

Brands must be careful with the framing of their response, however, with GWI also finding that 46% of Americans are experiencing a degree of fatigue when it comes to hearing about social justice. In response, the firm advised, brands need to think about allyship for the long-term, adding that “results and successes take time to build and cut through the noise.”

While this fatigue is an indicator of the accumulated emotional toll from...

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