For decades, I’ve told anyone who’d listen that doing the right thing for the planet and its inhabitants can be the core of a highly successful business strategy. In my latest book, Guerrilla Marketing to Heal the World, I cite dozens of studies that show this.
Now, AdWeek reports on a powerful new study that reinforces this key truth. 65 percent of respondents—2 out of every 3 consumers—rate the need for brands to “take a stand on social issues” either very or somewhat important, and especially so when discussing brands’ social media presence. Of the self-identified “liberals,” the number went up to 78 percent, or nearly four out of five.