Recent events have profoundly affected the nature of the relationship between businesses and society-at-large, resulting in the widespread adoption of the notion that brands bear a responsibility to advocate for social justice as opposed to the traditional ideal of Corporate Social Responsibility.
This newfound pressure results in various challenges to brands, how should they react? What factors should be considered? Will their actions alienate their core market? How can they prove commitment to the cause beyond mere ‘virtue signalling’? This will all be explored with the aid of real world examples and learnings from the field.