Consumer expectations for brands are shifting with record speed. Until very recently brands did not engage on social-political issues. However, as trust in institutions is at an all-time low, consumers have begun looking to brands to take the lead in effecting social change. According to research by Sprout Social 66% of consumers don’t want companies to stay silent on social-political issues. In this track marketing executives explain how those brands with the courage to step up and challenge mandates that stand in the way of social progress will achieve long-term brand value creation.
