Why brands should stand firm on their values despite the fear of backlash

"Brand values have experienced significant transformation in recent years. Diversity, equity and inclusion initiatives from marketers that were once a priority have moved to the back burner, with many brands retreating from such strategies amid a shifting - and increasingly tense - political landscape. Similarly, brands that once championed values like sustainability have fallen under fire for failing to deliver on their promises."

"The panel, titled "Brand Values Must Be Unshakeable," also included Shetellia Riley Irving, founder and CEO of A11Even Sports and Sheila Marmon, CEO and founder of multicultural media company Mirror Digital, and was moderated by God-is Rivera, chief strategy officer at Burrell Communications Group Worldwide. The talk addressed the importance of clear brand values for the sake of consumer loyalty, the value of inclusive marketing strategies and the future of such strategies in a fraught landscape."

Brand values have undergone significant change in recent years. Diversity, equity and inclusion initiatives that were once priorities have moved to the back burner as many brands retreat amid a shifting and increasingly tense political landscape. Sustainability commitments have come under scrutiny for unfulfilled promises. Consumers have grown more vocal in expressing support or opposition to brand stances. Brands that remain clear about their values and their target audiences are positioned for growth even when facing backlash. Fear of missteps should not prevent value-driven action. Inclusive marketing retains value but faces a fraught future within the current environment.

Read at CX Dive