Brand activism is on the rise in content campaigns

Marketers around the world are placing greater emphasis on brand activism as they seek to use content campaigns to align brands with a trend, issue or topic that resonates with consumers, a new global study has revealed.

According to World Media Group – an alliance of leading international media organisations that includes The Economist, Reuters and The Wall Street Journal among its members – marketers now consider alignment with social issues (18%) as one of the top three benefits of a content campaign, alongside brand engagement (34%) and changing perceptions (20%).

World Media Group reached this conclusion after polling 269 industry experts (including 42% from agencies and 34% from media owners) across nine global regions in September and the first week of October 2019.

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