Brand Activism Is Driving More Meaningful Connections

Companies with a purpose have a greater voice and more connectivity with buyers

The background is blue; there are a copious amounts of tops of heads; one head is poking up; there is a light in the middle of the head; arrows wiz past the heads
Especially if said activism ties in with their brand's purpose and mission. Getty Images

Purchasing a product isn’t just a transaction: it’s about having a voice, making a statement and exercising power. Buyers today consider their purchases to be an extension of their views, beliefs and lifestyles. Buying today is a political act. And more than ever, it’s an opportunity to make an impact.

@TheMariaGarrido Maria Garrido is chief insights officer at Havas Group and senior vice president, brand marketing at Vivendi.
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