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To Win Trust Brands must get their own houses in order
- 20th century businesses and brands have traditionally been expected to steer clear of taking a stand on any issues perceived to be controversial or politically divisive. Today brands can no longer afford to sit on the sideline.
- Silence is no longer the safe option. However, when a company takes a stance, it must be authentic and backed by action, all whilst ensuring the businesses’ ‘own house is in order’.
- Brands need to actively demonstrate that they are advancing social progress—both inside and outside the organization.
- Brands are increasingly being measured by their public commitments. The role of the CMO to advocate change in an organisation has never been more important.