Times, they are a changin'. In this week's issue of AdWeek, writer Dan Tynan tackles an issue Media Tonic talked about on social media last year-- brands' increasing willingness to take a stand on politics and market it as part of their cultural ethos. Since our post about Anheuser-Busch's origins commercial, more brands have become open about what matters to them and are putting their money where their mouths are. Sometimes it's political and sometimes it's humanitarian. From Cards Against Humanity's land purchase to circumvent the Trump administration's U.S. border wall and Warby Parker's "Buy a Pair Give a Pair"; From REI's response to the Trump administration's mining and drilling of public lands to Arbonne's vegan cosmetics and skin care, it is becoming increasingly important for brands to be clear about what they stand for and to understand what it is that their customers stand for. Particularly, if Generation Z is a target demographic.
The Point: Know what matters to your business. Know what matters to your customers. Know how to effectively follow-through on what matters. Know how to authentically communicate it.
Read The Full Story: http://www.adweek.com/digital/why-brands-are-under-pressure-to-be-transparent-about-what-they-believe-in/