Supporting a Cause Is No Longer a Choice for Brands

But it must be an authentic effort

We’ve reached a point where companies can no longer—and should no longer—stay silent about broad-reaching social issues. Employees are speaking up to hold their employers accountable to their own missions, and customers are loyal to brands they believe align with their personal values, whether that’s about sustainable practices or inclusivity. It’s an exciting time for consumers and employees and is also the right time for brands to be thoughtful.

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This story first appeared in the October 15, 2018, issue of Adweek magazine. Click here to subscribe.