In 2019, We'll See More Brands Stand for Something

Because increasingly, consumers expect nothing less

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In recent years, brands that take a stand have created some of the most memorable marketing. If anyone asked you to recall 2018’s biggest campaign, you’d be talking about Nike’s Colin Kaepernick work in an instant. You may not have liked the work (I hate State Street’s Fearless Girl) or even think the marketers believe what they are pitching (again, hard to buy into State Street’s message when you look at how they paid women and people of color), but it’s clear that the marketing that resonates with consumers today is all about standing for something. 

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This story first appeared in the December 3, 2018, issue of Adweek magazine. Click here to subscribe.