Social justice issues are gaining attention from both the C-suite and consumers.
In fact, around half of consumers expect businesses to take a stand on social justice issues, according to Gartner consumer sentiment data. It often falls to the CMO to articulate their brand’s position.
There are three steps CMOs can take to identify the social issues for which their brand has a genuine and articulate affinity and establish a coherent brand position around them that avoids damaging reputation or customer loyalty including:
- Evaluate the organization’s actions on relevant issues.
- Decide on the brand’s social justice identity.
- Research consumer opinions and expectations on key issues.