What can brands take away from the reception of Nike’s Colin Kaepernick ad? School CEO and founder Max Lenderman proclaims that now, more than ever, it’s important to take a visible stand.
Brands need to lean into the social part of CSR, and they need to make themselves visible. According to Cone Communications, 94 percent of Gen Z consumers believe companies should help address social and environmental issues, but only 65 percent pay attention to company’s CSR efforts when deciding what to buy. Young consumers don’t read CSR reports, but they do watch how brands react to ongoing social debates.
Actions for social impact will be increasingly important for brands whose customer base is made up of more socially tuned-in consumers. Those who take a stand will stand out. Believe in something, even if it means sacrificing everything. After all, how many times have you heard Nike in conversation over the past few weeks?