Leslie Gaines-Ross for Harvard Business Review.
Shoppers are seeing the choices they make in store aisles not only as votes of confidence in product quality but as votes of approval of corporate conduct. Just as in their charitable contributions, they want their money to support institutions known for integrity and for values they share. Appealing brand messaging will probably always catch their eye—but before making any serious commitments, they’ll insist on meeting the parents.
Companies can’t hide behind their brands anymore. Everything a company does can now affect buyers’ decisions. Consider the decisions you make very carefully.
In other words. Everything is marketing.
