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This election season is putting issues like the fight for a higher minimum wage front and center, shining a light on how corporations treat their workers. And what's become clear is those companies that take care of their employees—and let their customers know about it—stand to boost their brand value.
According to Andrea Sullivan, CMO at Interbrand, consumers' purchase consideration for both b-to-b and b-to-c brands is higher—and they're willing to pay more—if a company treats its employees well.