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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.
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