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Price or Purpose? How Brand Activism Influences Consumer Behavior

For more than half of American consumers (58%), brand activism has an impact on their impression of a brand, as well as their purchasing behavior. In other words, when a shopper cares about what a brand has to say about social issues, their decision to purchase can come down to the brand’s willingness to take a stance. …

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3 Steps to Avoid Impact Washing in 2022

What is Impact Washing? We’ve seen a shift in consumer culture, with shoppers increasingly backing brands that support causes they care about and make a strong effort to mitigate harm. A recent Shop for Good case study showed companies who have tailored their approach to acknowledge this change and implemented cause-based marketing saw an increase …

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