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.

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