B2B brands taking a public moral or ethical stand are increasingly looking at their suppliers and manufacturers to reflect their own values, but where do they draw the line?
Brands taking a stand on social issues is no longer remarkable — but that only makes it harder to be authentic.
Companies are increasingly taking stands on hot-button political issues from LGBT rights to Black Lives Matter. New research shines light on whether and when it can benefit the bottom line.
Gillette recently made headlines with their controversial campaign against toxic masculinity, but other brands appear to be better at taking action.
Research shows that the new trend of activism marketing hinges on whether or not the brand engages in practices that match its message.