Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.
If 2020 was a time when it became untenable for any marketer to avoid the deeply polarizing issues that upended life around the globe, from racial justice to sustainability to politics, 2021 forced a grand level of clarification about what a brand ultimately means.
Marketers felt the force of consumers’ explicit demands to take declarative stands on the issues they care about. Consumers’ identities were more tightly entwined with deep-seated political views. Brand affinity could no longer be driven by pure product preference.