In today’s world of deadly viruses and impassioned social protests – none of which will be subsiding anytime soon – brands cannot afford to simply go through the motions of “doing good.” COVID-19 and the racial equality movement have raised the stakes when it comes to social responsibility; brands cannot sit still – but issuing predictable press releases followed up with little action simply won’t cut it.
In the latest episode of GfK’s Thinking Ahead podcast, brand experts Eric Villain and Amy Wills explore the opportunities and pitfalls for brands in this fraught landscape. How can brands make a difference while staying true to their identities and consumer expectations? How can they discover a renewed sense of purpose in the middle of crisis?