Brands Should Take a Stand on Societal Issues But Avoid 'Goodwashing,' Study Says

Their intentions must be authentic and not just the new 'greenwashing'

For brands looking to take a stand on societal issues—as recent studies have shown more consumers want—it will be a balancing act. Brands will need to simultaneously take a stand, while being authentic and without “goodwashing,” according to the second annual Corpsumer study from public relations firm MWWPR.