Greg Boosin, EVP of global B2B and product marketing at Mastercard, has a word of caution for marketers. While data and technology can provide incredible business results, it’s critical to maintain empathy. This is especially true when thinking about issues like inclusion.

Peter Bardell, cofounder of Revolt, says brands are more likely to find success with their social efforts when they use “centrist” language and avoid more inflammatory activist terms. He gave some examples during his appearance on Beyond Profit.