Brands: Why showing social responsibility pays
Consumers, especially the youth market, have a stronger affiliation with brands and businesses that go beyond the profit motive, adapt to show social responsibility and awareness, and don’t just pay lip service to popular causes
The Covid-19 pandemic is forcing brands to rethink their advertising approach to become more empathetic and socially responsible.
Mike Middleton, who’s headed local marketing operations for the likes of KFC and Mondeléz International, says the crisis has highlighted the impact of human behaviour on the planet, particularly with regard to climate change driven by "untamed consumerism and capitalism". He believes consumers are fast realising things need to change...