“Brand purpose” is the future for leaders in the marketing industry

In a growing trend, international brands and companies are incorporating something known as “brand activism” into their marketing and advertising campaigns.

Recently, Procter & Gamble jumped in on this with Gillette’s latest ad, “The Best Men Can Be,” denouncing toxic masculinity. As P&G’s chief marketing officer Marc Pritchard said, “ … Eight out of 10 consumers say they prefer brands that take a stand … We expected not everyone to respond positively, but that’s what being a leader is all about. It was time.”

Overall, though, the responses to brands that take a stand have been positive, with 67 percent of employees claiming that when a CEO spoken out on important, current issues, it’s had a positive impact on their company’s reputation.

To learn more about this growing trend, visit Fast Company.

Read more articles by Soapbox Staff.

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