Majority of consumers expect companies to take a stand on issues, says new study

Brands and companies are expected to take a stand on social, political and cultural issues, with 80 per cent of consumers willing to stop using a product or service if they disagreed with a company's response to an issue, new research by FleishmanHillard Fishburn has found.

by Arvind Hickman
Nike's Colin Kaepernick campaign 'demonstrates the power and responsibility of brands to drive public debate and show moral leadership'.
Nike's Colin Kaepernick campaign 'demonstrates the power and responsibility of brands to drive public debate and show moral leadership'.

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