From Adidas to Oreos, CEO of The Social Element, Tamara Littleton, looks at brands today that are taking a stand on the big societal issues that define our age.

Brands today are taking a stand on the big societal issues that define our age

Consumers increasingly expect to see the brands they care about taking action on climate change, equality, sustainability, diversity and inclusion (data from Sprout Social indicates that 70% of consumers believe it’s important for brands to take a stand on societal and political issues).

This means more brands are communicating their purpose on social media, with some becoming activists themselves, campaigning for social justice or supporting causes. Others will find themselves on the wrong end of an activism campaign, being pressured by campaigners to change poor working conditions, challenge inappropriate behaviour from leadership, question unethical practices, or to move faster to reduce environmental impact. Nowhere does this play out more clearly than on social media, which gives everyone a voice and an opportunity to hold organisations to account on issues such as...