Putting the can and can't in cantankerous
Demanding greater transparency in production and labor practices, consumers aren’t only vocalizing their concerns online, they’re voting with their wallets and ethical brands are winning.
The brands we’ve learned to rely on have endured thanks to reputations that stand the test of time, but it's a fast-moving machine — and when it comes to reputation, what was perfectly fine a moment ago can go wrong in a snap.
As the pace of coronavirus vaccinations increase, major brands and other trusted messengers are taking action around the world to educate and encourage confidence in vaccine development.
Last year flipped parenting on its head as moms and dads across the country scrambled to balance work from home with homeschooling the kids. To remain relevant, parenting brands scrapped the playbook and sought new ways to connect with the “modern” parent while addressing the challenges brought on by the pandemic that, well, nobody saw coming.
More than ever, it’s important for brands to understand what motivates their audience, what consumers care about, and what they need.