Navigating the waters of Social Advocacy is far more difficult for brands than many may acknowledge, and that the price of getting it wrong can be extreme. Today’s consumers, Millennials and Gen Z specifically, expect companies to establish and advance clear stances on social or political issues. They are increasingly using the power of their pocketbook and Social Media to shape corporate behavior. To make a structural change, a company must first infuse equity into their internal operations, values, and mission before taking a public stand, lest they be accused of hypocrisy.

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