Most things come back to that adage:
Know your audience


Consumers increasingly want to buy from brands they feel reflect their personal values, and that can be difficult for brands who must decide what they should take a public stand on and when.

Taking a stand as a brand absolutely must be done in a thoughtful and authentic way, or it stands to backfire. Download the guide to learn how to approach your audience and take a stand.


  • What does your audience think? Understand what's important to your audience and if they want to buy from brands they share values with

  • Why consumer trust matters – In the 2019 Edelman Trust Barometer, 56% of people say brands overuse social issues as marketing ploys

  • Examples of brands taking stands – See how some brands took risks by taking a public stand on certain issues and what happened after

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