“Brand activism” - the new embodiment of corporate values

Where to play and how to play, are the questions that many global brands have positively squared up to in a short space of 100 days. The George Floyd movement, Coronavirus and Donald Trump have given brands a new sense of purpose and redefined societal responsibility in a completely new way.  Brands have moved from being passive to active participants on contentious and divisive issues to ‘take a knee’. On the anti-racism and reform of criminal justice campaigns, mass support has been unprecedented.  From CEOs through to major global sports leagues, all have been vocal on media, company websites, via official social media accounts or through messages to employees.

Read more at https://www.exchange4media.com/marketing-news/on-brands-taking-a-knee-in-divisive-times-105454.html