To Win Trust Brands must get their own houses in order

1. 20th century businesses and brands have traditionally been expected to steer clear of taking a stand on any issues perceived to be controversial or politically divisive.  Today brands can no longer afford to sit on the sideline.  
2. Silence is no longer the safe option.  However, when a company takes a stance, it must be authentic and backed by action, all whilst ensuring the businesses’ ‘own house is in order’.
3. Brands need to actively demonstrate that they are advancing social progress—both inside and outside the organization.
4. Brands are increasingly being measured by their public commitments.  The role of the CMO to advocate change in an organization has never been more important.

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