Brand Karma: How Businesses Can Earn Modern Consumers' Trust

Ethical companies have the edge as loyalty becomes ever-tougher to earn

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In his stand-up routine on advertising, comedian George Carlin said, “America’s leading industry is still the manufacture, distribution, packaging and marketing of bullshit.” Although the bit is decades old, the public’s attitude toward advertising unfortunately hasn’t changed much. But something has: We are now more connected than ever before.

Digital technologies and social media give brands greater access to consumers and create new ways to engage and interact. But they also make it easy for customers to abandon, or even damage, a brand they feel has done wrong.

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This story first appeared in the Sept. 12, 2022, issue of Adweek magazine. Click here to subscribe.