The world is changing fast! Brands are often called upon to settle scores or to speak out on topics.
So what is a brand to do? Risk it? Stay mum? Nothing? Good question. The key is for brands to know their audience and to know what makes their audience tick. Is it a social issue?
If so, figure out a way to address it without over stepping and without judgement. Listen to what is being said and take a stance. For instance, if it is gun reform, talk about how it affects customers and employees. Show the human side of the brand.