The quality of a product or service still counts. Effectiveness and affordability still count. But the newest variables that have been added to the equation predicting where consumers will spend their money are the beliefs that underlie a company's mission, the ethics that inform its practices, and the footprint it's making on the planet.
It's there that all the world's stories are being told and all the central players are creating their own narratives, so it's there that companies and organizations of all types and sizes have been opting to speak up or, in some cases, stay silent on issues of societal importa.
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