Carat US’ Insights & Strategy team highlight on how brands can successfully balance their brand purpose and business objectives in a world that is becoming increasingly polarized.
It’s no secret that brands need to utilize culture to remain relevant and connect with consumers. But in today’s world, movements have become embedded in culture, it’s a part of consumers’ lives and has infiltrated all aspects of media. Brands simply won’t win by avoiding publicly dreaded topics as they have in the past; in an age of distrust, brands have to stand for something. But, just how willing are you to be culturally polarizing as a brand?