THE WALL STREET JOURNAL – 23/07/2019
Marketers can be more proactive with their media spending by purchasing space on responsible properties that align with overall brand values.
We live in an age of consumer empowerment. With only a few mouse clicks, customers can learn nearly anything about a company’s offerings and corresponding business practices. Compounding this phenomenon, social platforms empower individuals to contribute—even drive—the public discourse about brands. As those conversations progress, unintentional links can develop among brands, people, and politics that were previously disconnected.