MARKETING IN THE AGE OF RESISTANCE
Consumers nowadays are as politically and socially aware as they ' ve ever been . A recent study indicated that simply saying the " right things " is no longer enough to win customers ' hearts and minds . They expect the brands they support to follow through on their promises .
Companies are under increased pressure to openly denounce prejudice and reaffirm their dedication to diversity and inclusion at the moment , as rallies against racial injustice continue around the world .
Businesses have collected large paper trails on their websites and social media accounts throughout the digital age . Consumers may readily search through a company ' s receipts to identify which firms are merely lip service and which ones actually care with a little legwork .