Marketing in the Age of Resistance

Modern consumers are as politically and socially conscious as ever. While some brands respond out of fear of alienating sects of their audience, a recent Morning Consult study found that merely saying the “right things” or “standing in solidarity” no longer cut it with consumers. They want the brands they support to back up those platitudes with action.

At the moment — with protests against racial injustice continuing across the globe — companies face increased pressure to denounce discrimination publicly and solidify their commitments to diversity and inclusion. We have recently seen companies respond to this demand in a variety of ways.

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