To find your edge – authenticity is everything.

Brands that play it too cautiously risk missing a real opportunity to build future equity and grow with high-value activist consumers, whether they are challengers seeking greater category presence or established brands looking to consolidate their positioning and build relevance.​

Everybody cares about something. Groups who are less activist may care more about their community than the wider world and may have a different view of what a better society looks like. Universal issues exist across the cause landscape that brands can credibly help with, and every category has anchor issues brands are expected to engage with.​

However, the traps are real. Bandwagon jumping and washing of various hues, pink, green, rainbow, has infected too many campaigns that deliver no real benefit to consumers or the world around them. People have become good at spotting the difference. If you want to connect with causes, you must mean it, back it with action and acknowledge it may cost you something too.