Over the last several years, there has been a noticeable rise in brands taking public stands on political, social and environmental issues — from Airbnb offering to host refugees affected by President Trump’s “Muslim Ban” to Gillette’s ad tackling toxic masculinity and negative male stereotypes.

Consumer brands, in particular, have come to understand that buyer expectations are changing: people aren’t simply purchasing a product or service, they’re looking to use their purchasing power on belief-driven brands. Fueled and ruled by a set of shared values, consumers are now loyal for reasons beyond the product itself. Millennials, known for their extremely…

Alexander Carley Schaper

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