Societal issues: How brands can respond to and align with them

With the majority of millennials willing to switch to brands that champion a cause, especially one they believe in, representatives of Google, Tencent and Unilever share how brands can respond to and align with societal issues.

How can brands respond to and align with societal issues better? This was the question posed to a panel on the first day of the Marketing Influence 360 conference.

The panellists were Cam MacMurchy, senior director – global communications, Tencent; Kristine Go, marketing director, food and refreshments, Unilever; and Jennifer Clark, head of entertainment and consumer PR, YouTube.

The moderator, Marketing Interactive editor Nathan Erickson, wondered if consumers are only buying brands that reflect their values?

Yes, said Go, each human being consumes products based on who they are.

“I know that two-thirds of consumers around the world say they...

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