In this session...
More and more, consumers want brands to reflect their values and beliefs, rewarding those that do and ignoring those that don’t. This has radically changed the way brands behave. Instead of shying away from the progressive social issues of the day, brands large and small are trying to connect to the consumer through these issues, going as far as attaching themselves to the language and imagery of the resistance. But risks abound. How can they join a movement in an authentic way?
How do they avoid looking opportunistic or worse, tone deaf?