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Brand Citizenship & Social Responsibility

THURSDAY, MAY 20, 2021

From climate to racial justice to voting rights, brands are feeling the imperative to show moral clarity and act as good citizens — but weighing in can be tricky. Done right, though, taking a stand can feed into brand mythology and increase loyalty (and sales, as Nike proved with its Kaepernick campaign). #TeamBrian’s Zack Rearick has built advocacy campaigns and crafted messaging for respected fair trade brands. Here, he shares #ThreeThursdayThoughts on successful brand citizenship and social responsibility.

With clients leading the way on health equity, principled procurement and employee engagement, we are proud to work every day with admired and mission-driven brands. Reach out to us at [email protected] to discuss aligning initiatives and leveraging brand citizenship as part of an integrated communications and marketing approach.