PRovoke: "Get Comfortable Being Uncomfortable"

Why Brands Can't Have It All

corporates can no longer avoid tackling controversial issues — even if that requires the courage to alienate some of the stakeholders. 

PRovoke, Arun Sudhaman, 28 September 2021

(Photo courtesy of PRovoke)

In an era of increasing polarization, it is perhaps unsurprising to find people looking to corporates to help them make sense of divisive political and social issues. After all, companies wield power. And, while this power can sometimes come at the expense of gridlocked governments — the expectation that brands weigh in on social issues is not one that can easily be ignored, no matter how challenging its implications for those charged with overseeing corporate engagement.