From COVID-19 and racial justice to labor rights and the ongoing debate on what “unity” looks like, and as the U.S. focuses on the opportunities and issues that come with a new presidential administration, corporate citizens are now expected to have POV on a broad range of urgent and complicated topics.
It’s clear from Ketchum’s own research that the past year has radically changed consumer behavior, with an increasing number of consumers expecting brands to take a stand on issues of the day. Ketchum’s Brand Reckoning 2020 study found that 88% said the coronavirus has made it more important