Whether it is Nike championing Colin Kaepernick, Lacoste changing its logo or Gillette’s ‘The Best Men Can Be’, it is better to stand up and be criticised than not do anything at all.
Marketers might not be able to drive change across an entire organisation but they can make a difference on diversity and inclusion if they look at the make-up of their teams and the creative they are putting out.
Brands have the opportunity to win consumers hearts and their custom by taking a stand on the issues they care about.
Influencers can be a fickle bunch, willing to take money and promote the goods of the highest bidder, which in time will erode consumer trust and love for your brand.
Marketers need to stop relying on segmenting people by their age and instead look at values and attitudes if they want to reach their target audience with relevant messages.
Junior marketers are often too afraid to ask questions about career progression and managing workloads so their senior counterparts must create a culture where more feel confident raising their hand.
If public trust in political advertising is ever going to improve it must be regulated in the same way as all other advertising, especially when it comes to online campaigning.
Women are far less likely to invest in stocks and shares than men, but a change to how the industry is marketed could help to solve that inequality.
Companies that actively seek out perspectives that are under-represented will find that rather than compromising on talent they widen the pool.
It can be hard for brands to agree on a point of view and even harder agreeing to tell the outside world what it is, but those that do will reap the benefits.
Marketers need to do a better job at explaining to consumers that the internet is free, thanks in large part to the advertisers that fund it.
Brands can no longer sit back and do nothing about online abuse. It’s time they stand up and take action to bring about positive change.
Before brands jump on International Women’s Day they should look at their own companies, their employment practices and how they engage with women.
Troll accounts and objectionable content are infesting social media, and Google and Facebook shouldn’t be allowed to mark their own homework. We need an independent body to determine what content is brand-safe.
From GDPR to the need to address stereotypes, 2018 is already full of impending challenges, but meeting them early and head-on will give you the best chance of success.