By Chelsea Clarke

From women’s rights to race equality to ageism, brands are increasingly aligning themselves to social causes. But they must tread this territory carefully: if the message doesn’t feel authentic to the brand, companies run the risk of losing credibility with their consumers. At the same time, bypassing an opportunity to speak out on a topic – given how corporate responsibility factors into a customer’s path to purchase – can result in a blow to the brand’s reputation.

http://strategyonline.ca/2022/09/13/how-brands-can-turn-cultural-moments-into-meaning/