What role should businesses play a society where consumers defy the status quo and offer alternative consumption models? If the market is driven by their beliefs and their expectations that brands will engage in public debate, how can the latter reposition their market offer? Last year, Edelman, the global communication firm, published a study entitled.
In this age of social and political engagement, political vocabulary often seems to take precedence over brand vocabulary in the expression of brand vision. Is this the advent of a lasting pact for social corporate responsibility?