Corporations have traditionally avoided political and social controversies, on the theory that wading in would interfere with their primary mission of maximizing profit. No longer. Many executives are concluding that taking a stand on some issues, far from conflicting with the bottom line, has become essential to protecting the brand and balance sheet. These companies have found that their customers have expectations in this area – and are quick to express dissatisfaction on social media when those expectations are not met. This trend is accentuated by the rising market importance of Millennials, who are especially inclined to buy from and work for businesses that align with their values.read full report
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A North Carolina law on transgender bathroom access led to a corporate boycott of the state. (Sara D. Davis/Getty Images)