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As recently as five years ago, taking a political stand was often far too much of a risk for many brands, but now, it seems to be more of a risk not to, according to new research from global media and marketing services company Mindshare in partnership with software provider Lightspeed.
Focusing on respondents who agree that same-sex marriage should be legal, Mindshare found that 65 percent of people ages 18-24 like it when brands take a stand on issues, compared with just 12 percent who don’t.
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