Successful brands today are realizing the power of the stories they tell. There is value to campaigns and creatives that celebrate and reflect the real world around us. And brands can make an impact and lead with purpose by authentically standing up for social issues and highlighting diversity, equity and inclusion in their advertising.
According to a study from Environics Research and Amazon Ads, 90% of consumers in both the U.S. and Europe said they appreciate when a brand is a responsible corporate citizen. Additionally, 60% of consumers in both regions are willing to pay more for a brand that stands for a social issue that they consider important.
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