Brands need to first listen, look inward, take actions consistent with their beliefs and then communicate their intentions to their internal audiences. Brands need to first listen, look inward, take actions consistent with their beliefs and then communicate their intentions to their internal audiences. Internally, brands must look at their corporate structure, employee diversity, HR, policies and more to identify the issues and implement change. Therefore, a common question brands ask is “where do our values align with our customers.” While this is important in many respects, brands need to go further and ask a new question. A common question brands are asking is how can we be authentic?

Source: Forbes June 12, 2020 16:30 UTC