Brands Should Take a Stand on Societal Issues But Avoid ‘Goodwashing,’ Study Says
Their intentions must be authentic and not just the new 'greenwashing'
Younger generations care more about what brands do than previous generations.
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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.
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