Why brands should stand firm on their social, sustainability values despite fear of backlash

"Brand Values Must Be Unshakeable,"

"I think the brands that are very clear on their values and are clear on their audience and their consumers are the ones who ultimately are going to be able to see the growth,"

"There's a lot of fear, but sometimes you have to do it afraid, and when you do it afraid you may make a misstep, but it doesn't mean that it's the end - hopefully - of the world."

Brand values have shifted significantly, with some initiatives like diversity, equity and inclusion moving down corporate priorities amid a tense political environment. Sustainability commitments have come under scrutiny as consumers question delivery on promises. Consumer voices have grown louder in expressing support or opposition to brand stances. Maintaining clear values and aligning with a target audience remain essential for driving growth and fostering loyalty. Fear of backlash can cause hesitation, but acting despite fear can sustain long-term brand positioning. Inclusive marketing retains value but faces increasing challenges in execution and public perception.

Read at ESG Dive