Session

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Brand activism: How to navigate the current political and cultural landscape to engage (not turn off) consumers

Tuesday, May 1, 2018
2:00 PM - 2:30 PM
Court

Keeping your brand out of divisive societal conversations today is neither possible nor a good idea, given the vast majority of consumers (84%) believe that business has a responsibility to bring social change on important issues. But navigating the highly charged social terrain, be it on gun control, climate change, the #metoo movement, or social and economic exclusion, to name a few, is fraught with challenges and unintended consequences.

So how should a brand capitalize on the positive opportunities, while avoiding the pitfalls of misalignment with consumer beliefs? Hint: embrace social change as a business driver.

Phillip Haid of Public Inc. will explain what that means and share key lessons based on the successes and failures of leading global brands.