It’s 10 p.m. Do You Know Where Your Ads Are?  

18 September 2019:

We live in an age of consumer empowerment. With only a few mouse clicks, customers can learn nearly anything about a company’s offerings and corresponding business practices. Compounding this phenomenon, social platforms empower individuals to contribute—even drive—the public discourse about brands. As those conversations progress, unintentional links can develop among brands, people, and politics that were previously disconnected.

This empowerment has ushered in a new wave of consumer activism. In Deloitte Global’s 2019 Global Millennial Survey, 42% of respondents say they have initiated or deepened a business relationship because they perceive a company’s products or services as having a positive impact on society and/or the environment.¹ Meanwhile, 37% say they have stopped or diminished a business relationship because of a company’s ethical behavior. As a result, many companies have taken to monitoring their product supply chains, ensuring they are responsible in their hiring practices, pay a living wage to local suppliers, and operate sustainably with respect to the environment.

For the most part, media spending has gotten a pass from such consumer and investor scrutiny. Though some activist groups have organized sporadic product boycotts based on a brand’s media support, consumers have yet to conduct thorough audits of companies’ media ecosystems—at least for now. That scrutiny may be coming, however, and brands can get ahead of it.

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Source: Wall Street Journal - Deloitte

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