Navigating a Brand-Activism Bashing World: The Power of Authentic Brand Purpose

Date: 25 July 2024

In today's interconnected world, consumers are more socially, politically and environmentally aware than ever before. This heightened consciousness has spawned a trend of brands stepping beyond their day-to-day business and taking a stand on social and environmental issues. And in an increasing number of cases, this “brand activism” is backfiring - often spectacularly.