The days of sitting on the sidelines may be over for organizations. Consumers and employees are emphasizing the role businesses play in driving change. Advertisers and companies have been called to use the influence they have to make a difference in the workplace and in their communities.
68% of consumers now expect brands to be clear about their values and speak out about issues of importance. According to a Kantar study, Millennials and members of Gen Z expect brands “to be brave” about societal issues. Consumers are demanding more, even if that means brands cannot continue to play it safe by remaining neutral in the wake of controversy.
The dilemma for brands is deciding which issues to support and how to show their support in an authentic manner. Choosing the wrong issues to back or coming off as patronizing, or even opportunistic can negatively impact brand reputation. So, what issues are companies targeting successfully and how is ad tech responding?
In this white paper, we’ll examine how:
- Brands are answering Millennials and members of Gen Z’s call for corporate responsibility
- Consumers and employees are looking for companies with purpose
- Advertisers are addressing climate concerns
- The ad tech industry must rise to the challenge