Why Brands, Agencies and Media Companies Need to Collaborate to Create Conscious Content

The creative evolution created more competition amongst industry players

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Creating meaningful connections between brands and consumers has never been more critical or more complex. Consumer trust is at an all-time low, the traditional agency model is officially disrupted and the expectation of brands to “do well by doing good” is the new normal, meaning brands must ensure they are taking a stand on social issues and creating content that makes an impact, also known as “conscious content.” Consider that two-thirds of consumers say it’s important for brands to take public stands on social and political issues, 88 percent of Americans would buy a product from a purpose-driven company and 60 percent of consumers say brands should make it easier to see its values and its position on important issues at the point of sale.