Cannes Lions

3 Tips for How Brands Should Address Social Issues

Leaders at Amazon and Lifewtr shared their thoughts during the Adweek at Home virtual event

Industry leaders for Amazon, Lifewtr, and Adweek discuss how brands can address social issues — Adweek’s editor-in-chief Stephanie Paterik facilitated the discussion.

By Paul Hiebert

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Gone are the days when brands could safely stand on the sidelines of social issues. Today, more than two-thirds of U.S. shoppers say it’s important for companies to be clear about their values, according to research from Kantar.

“We live in a society where we are being pushed for brands and companies to have a positive impact beyond the product that they provide,” said Michael Smith, head of marketing communication at PepsiCo’s bottled water brand Lifewtr.

Paul Hiebert

Paul Hiebert is Adweek's deputy editor of special projects.

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