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 3 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