It’s not news to anyone that, in the age of social revolution and #metoo movements, purpose-driven marketing is the new black. The days of the passive consumer are over, and those of the customer who demands transparency have arrived.
Today what a brand stands for matters at every single consumer interaction level. What Edelman refers to as belief-driven consumers (64% of consumers in 2018!) will choose, switch and avoid brands based on their political and social involvement and representation. It is therefore no surprise that each year throughout summer, rainbows magically appear everywhere we look.