There's this proliferation of boycotting or canceling even if you don't have any engagement or interaction with this brand...We're in this age where it's really more about focusing on hurting a brand reputation than it is about bottom lines.
Often how a brand responds to a boycott has the biggest impact on the sustainability of the boycott, according to agency execs, brand analysts and researchers, who noted that marketers are making a more concerted effort to prepare for a potential boycott now.
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