Brands Have to Take a Gut Check Before They Take a Stand

Companies that speak out about controversial issues first and strategize second may get burned

By Michael Bradford

From Russia’s invasion of Ukraine to the fight for racial equality in the U.S., there’s no shortage of issues on which brands might take a stand. But simply speaking out isn’t what customers and prospects are looking for, particularly among millennials. People will see right through companies that insist they are concerned with social issues but do not follow through with any concrete action.