Is brand activism good for business? The short answer is: it depends.
Companies with a purpose have a greater voice and more connectivity with buyers. But even though consumers expect brands to take up social causes, your political stance or support for that very cause can also alienate customers.
Unlike previous decades, social media has maximized everything and anything that your brand puts out.
So how can brands market well to the generation equipped with the most sophisticated lie detector in the history of humankind?
Note: This webinar originally appeared on Falcon.io.