How do you feel about same-sex marriage, climate change, or immigration? Companies have traditionally been wary of taking a position on such social and political issues. But things are changing now. Gone are the days when customers only bought what you were selling. Now, they’re buying what you believe in. Spoon’s Olle Lindholm explores what this means in the world of content marketing.
Last week, Caitriona O’Connor, Global Social Media Manager at Skanska, spoke about the importance of purpose-driven storytelling. She challenged traditional views on business, encouraging companies to take position in matters that affect employees, customers, and the business as a whole.