The phrase “dammed if you do, dammed if you don’t” has never seemed more relevant. Now more than ever, consumers expect companies to speak out on divisive social issues, yet will support or boycott in turn based on those values. So how can brands navigate the social justice landscape to authentically engage consumers and avoid backlash?
This session will outline how brands can address social justice issues in an authentic way that is in alignment with their business. Alison DaSilva, EVP, Cone, will share Cone’s proprietary diagnostic process that helps identify appropriate moments in time and activations based on that company’s values, role in society and myriad of other important factors. DaSilva will walk through how companies discover and share their values – and ensure business practices align with them. The session will also explore how to engage stakeholders on oftentimes complex and controversial issues and how the reward outweighs the risk.