In this session...
Classic marketing advice tells us that brands should avoid polarizing social issues, but our unpredictable world and a new generation of consumers has created a different rule book. Trust in everything from government institutions to journalism is crumbling, and people are looking elsewhere for guidance, including the capitalist powers: brands.
Companies are now expected to speak up, act and use their position and influence in the world to make a positive impact. Studies show that nine out of 10 millennial consumers would switch brands to one aligned with a cause. But taking a position doesn't come without risk; either by alienating certain consumers or appearing opportunistic. How do brands decide when and how to take a stand? Join us for a provocative discussion about brand activism and a new generation of consumers.