Understanding the importance of authenticity in corporate social activism
Over the past few years we’ve witnessed a striking shift in how brands communicate their identity, values and humanity. While companies traditionally avoid taking a public stance on social and political discourse, it seems that more and more brands are choosing to break this mould.
While some chalk up this change to progress, there are countless critics of corporate social activism that argue that brands’ motivations are neither altruistic nor pure. And certainly, when brands...