Do we have to take social, environmental, or economic stands

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Question: Cancel Culture or the act of mass boycott of brands or individuals based on usually a social stance, has grown exponentially over the past decade. Politically this activism can be argued in several ways. Viewing from a marketing perspective, some brands that are responsive to this can be extremely complicated. For example, Oatly, a Swedish vegan milk brand that was able to captivate a market based on eco-friendly policies, was then boycotted from the same audience after selling $200mil in shares to a consortium that includes Blackstone where a thread on Twitter was accused of contributing to deforestation in the Amazon which is contradictory to the eco-friendly concept.

The Question: As marketers and stewards of brands, what responsibility do we have to take social, environmental, or economic stands?

Reference no: EM133393197

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