Brands Should Take a Stand on Societal Issues But Avoid ‘Goodwashing,’ Study Says

For brands looking to take a stand on societal issues--as recent studies have shown more consumers want--it will be a balancing act. Brands will need to simultaneously take a stand, while being authentic and without "goodwashing," according to the second annual Corpsumer study from public relations firm MWWPR. Last fall, MWWPR coined the term "corpsumer"...