Alicia Kan | SEO-driven content | Marketing
corporate social responsibility
March 22, 2018
Going For Woke: How Brand Activism is the New Path to Profit
‘These creatives are trying to make their toilet paper save the world.’
So opined fellow creative Rob Baiocco of BAM Connection, who was wryly commenting
in a Guardian article
about marketers’ new pursuit of social justice cred.
Is endowing the most banal of products with meaning as ludicrous as one would think?
In October 2017, because the subject intrigued me as a marketer, I conducted my own research using SurveyMonkey.
The findings showed that, increasingly, consumers choose brands that are aligned with their values and shed those they perceive as a mismatch.
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