The importance of being earnest about your brand sustainability
Tone-deaf advertising and failure to live up to advertised promises on, say, the hot topics of climate change and sustainability can cost brands dearly
The cultural porousness of the marketing industry is one of its trickiest elements; brands and brand campaigns must constantly respond to social movements and adapt to changes in public morality. Whether it be issues of institutional racism or climate change, companies will often feel they must tie their campaigns into the concerns of the day.
Wading into such lofty discussions is, of course, a risky venture, and brands can often end up achieving infamy with ...