Data & Insights

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

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

brands-stand-content-2018 — Younger generations care more about what brands do than previous generations. Getty Images

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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.

Last fall, MWWPR coined the term “corpsumer” to represent the growing number of brand activists who care as much about what a brand does as they do about its products.