Why Consumers Are Drawn to Brands That Take a Stand

The video discusses the critical role of trust in digital Europe, especially in light of the Wirecard scandal. It highlights how brands can build or lose trust based on their stance on social issues like racism and COVID-19. Richard Edelman advises brands to update their practices to reflect current values, ensure diversity, and engage in meaningful conversations. The video also explores the concept of brand democracy, where consumers use their purchasing power to influence brand behavior. Transparency and corporate responsibility are emphasized as key factors in gaining consumer trust.

In what ways are consumers influencing brands to change their practices?

What concerns are raised about companies' actions following social justice movements?