Choosing Your Brand's Battleground

More than 1000 companies have pulled out from Russia after it started a war against Ukraine.

Disney's Bob Chapek finally stood up against Florida governor Ron DeSantis's attack on LGBTQ school bill.

Various companies, including Delta Arlines and United Airlines cut their ties with the National Rifles Association after the mass shooting at Marjory Stoneman Douglas High School in Parkland, Florida.

More and more brands and companies are taking a stand to show the values they believe in, whether it's for the environment (like Patagonia) or the people.

So, is this practice sustainable for businesses?

The short answer is yes. The long answer is yes, especially if you're planning on cornering a certain demographic, like millennials and Gen Z.