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The seismic shock of 2020 brought brand authenticity—a trend that was already gaining ground—to the forefront. Today, there are more opportunities than ever for marketers to deepen their relationships with consumers and meet their evolving needs. Some examples are through various means of connection, like promoting civil rights and racial equality, sustainability and mental health advocacy.
“Purpose-driven marketing is a unique opportunity for brands to connect with their consumers that align with their beliefs,” said Liz Montiel, Social Native vice president of partnerships.