Being better or different from competitors isn’t enough anymore

Being better or different from competitors is not enough anymore

Pre-pandemic, consumers demanded organizations take more responsibility to address social gaps. According to Nielsen Research, 40 to 55 percent of buyers in 60 countries, across generations, will pay more for a product or service if they know it is having a positive social or environmental impact. Cone Communication research shows that 9 out of 10 millennials would switch the brand they buy to support a particular cause.

During and...