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  • How might consumer values influence brand messaging in 2021?
  • How might consumer values influence brand messaging in 2021?
    Josh Hild (2020) ©
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2021 Expert Outlook on Citizenship

What makes people believe in a brand’s activist efforts? How can companies connect with values-minded consumers? And can creativity save the world? In this part of the 2021 Expert Outlook, we speak to three experts about how the multiple crises of 2020 will impact consumer citizenship.

Location Global

Scope
At the start of 2020, a pervading sense of cynicism around branded communications meant that ‘CSR’ was seen by many people as merely a buzzword. Then came the Australian wildfires, the COVID-19 crisis, a global racial reckoning, and a polarising election campaign in the US, all of which fuelled uncertainty and anger, leading citizens around the world to cry ‘Hear Me!’ and push brands into action. From the Pull Up or Shut Up campaign, which called out inconsistent anti-racism within the beauty industry, to the creation of Did They Help?, a platform that ...

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