Consumers are talking
And in the twenty-first century, citizens expect more from corporations than ever before. This goes far beyond customers’ personal experience with a brand’s products or services. In the words of one commentator, brands need to “recognize that their social, economic and political agendas all contribute to the organization’s overall reputation.”
With the advent of digital, the flow of information is now clearer and faster. It’s easy for regular consumers to stay up to date on the business practices, civic activities and ethical track records of the brands around them. Users constantly discuss these aspects on social media, on blogs, and on news sites.
