Originally Published: 2018
Category: Marketing and Social Media
Reacting to a polarized media atmosphere, more brands feel compelled to take a stand and highlight their core values rather than try to be all things to all people.
Taking a stand can be costly because it alienates people. For years, brands would hire PR and legal teams tasked with the sole purpose of helping them avoid taking any kind of stand on anything. But today, the brands that inspire loyalty lead with their voices instead of sitting meekly on the sidelines. As a result, less ambitious organizations are feeling pressure to take a Brand Stand of their own and publicly declare what they believe, despite the fact that it may alienate some more opinionated customers.
This trend was published in the 2018 edition of our Non-Obvious trend research and therefore automatically receives an ‘A’ grade. The continuing relevance of these trends is assessed annually and rated based on a combination of reviews feedback from readers, clients, colleagues and our own observations.