What is the role of brands in tackling social issues?

Recently, there’s been a lot of discussion about the roles brands can (and should) play in political, legal, environmental and social matters. Now the dust is settling on the campaigns that have caused a stir over the last few months, it’s important to reflect on what have we learnt…
1. Be cautious when capitalising on societal level shifts and trendsBrands are always striving to be culturally relevant, and are always on the lookout for societal-level trends that can be reflec