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There is no doubt that consumers are looking for brands to lead the way when it comes to social causes: 71% of consumers report they believe it’s important that businesses take a stance on social movements, and 75% are likely to start shopping somewhere that supports issues they agree with, according to a study by Clutch.
But as purpose-based marketing initiatives take hold, marketers are faced with an increasingly-difficult challenge: Can they maintain authenticity when aligning with causes that their consumers care deeply about?
Research by Adobe suggests marketers are struggling, especially when it comes to diversity and inclusion.
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