By Tripp Clemens on October 2, 2020

America’s budding wokeness means big dollar signs for CEOs across the country, but there’s a fine line between leaning in and cashing in. There’s a big reward for those who can empower social progress, but a big risk for those who simply exploit it.

America’s businesses are taking a stand for what they believe in. By mid April 2020, over 65 percent of national brands started shifting marketing strategy to more mission and cause based messages in direct response to the coronavirus outbreak. Here in New England in the last year, Timberland pledged to plant 50 million trees, Dunkin’ is banning styrofoam, and Gillette is redefining masculinity. They all understand they have a moral responsibility to stand up for what they believe in, but just as importantly, they recognize a huge financial opportunity.

 

Read more via the Boston Business Journal >>