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For many years, conventional marketing wisdom held that brands should steer clear of political issues. The reasoning was simple enough: What company could afford to alienate a single customer by taking a position on something controversial?
But as the socially conscious millennial generation has taken its place as a $1.4 trillion spending bloc, there’s been a marked shift in this thinking. In 2018, data from Sprout Social found that a whopping 70% of consumers aren’t just OK with brands taking political stances, they consider it “important” that they do so—and that percentage was up from 64% in 2017.
But
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