Love brands RIP. Citizen brands are the future of marketing

The increasing number of brands actively supporting causes such as LGBTQ+ rights is growing evidence of a fundamental shift in the role of brands in our world. Not all brands are getting it right (hello Pepsi). But the brands that are, represent a new breed of brand.
That breed is more in tune with today’s socially-conscious, digitally-connected new generation who are actively looking for someone other than the failing, traditional institutions to resolve the complex societal and environme