America is in the midst of a great cultural shift. At the center of this change is a new brand of social activism -- a technology-enabled wave of consumer consciousness and support for deeply-held values and beliefs, on all points of the political spectrum.
A new study by Backslash found that 85% of Americans participated in cultural protests in 2017, and, as author Mark Manson noted in the report, "everybody feels like their values are under attack." Brands need to tread very carefully in this type of social environment if they want to avoid alienating their customer base.
As you think about your brand's core values, here are a few things members of the Forbes Agency Council advise keeping in mind.
Images courtesy of FAC members. Members of the Forbes Agency Council Weigh In.