How Can Brands Navigate Cancel Culture?

The video discusses the incident involving pro golfer Justin Thomas using an anti-gay slur and the subsequent reactions from his sponsors. Citigroup chose to retain Thomas, diverging from other sponsors. The video explores Citigroup's decision-making process, emphasizing their commitment to values and purpose in marketing. It highlights the importance of engagement and using Thomas's platform to raise awareness about LGBTQ+ discrimination. The video also addresses internal and external reactions, audience questions, and the challenges of being purpose-driven in a divisive environment.

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