Navigating the minefield of cancel culture with purpose
The past year has shown us that consumers are increasingly choosing to support brands that reflect their own values, and ...
The past year has shown us that consumers are increasingly choosing to support brands that reflect their own values, and dumping those that don’t. But a foray into purpose-driven marketing can mean missteps and potential blow-back. StrawberryFrog’s Scott Goodson, co-author of Activate Brand Purpose: How to Harness the Power of Movements to Transform Your Company, looks at how companies can navigate this space in a meaningful way that won’t ring hollow.
