Jennifer Lindenauer is Good Media Group’s award-winning Chief Marketing Officer and a veteran social-purpose communicator. Her work has helped champion the causes of some of the leading progressive issues of our time. At GMG, she has helped establish the organization as the preeminent media partner to help brands communicate with value-driven millennial consumers through data-driven analytics and powerful, empathetic stories. It’s tricky being a brand today. Consumers are more energized than ever to act by our intensely political culture and brands are finding themselves in the unfamiliar position of being pushed off the social sidelines. According to industry research, 87% of consumers stated they would purchase a product based on values and 76% would boycott a brand if it supported an issue contrary to their beliefs. Clearly, gone are the days of merely selling a good product like makeup or coffee. An audience now needs to know what a brand stands for.