Strategies for Companies to Handle Social Concerns Effectively

In the realm of corporate social responsibility, transparency about values has become increasingly important for consumers. According to research conducted by Kantar, more than two-thirds of U.S. shoppers consider it essential for companies to be clear about their values. This sentiment was echoed at the recent Adweek at Home virtual summit, where executives from Amazon and PepsiCo's Lifewtr brand shared their insights on brand involvement in current events.

Michael Smith, the head of marketing communication at PepsiCo's bottled water brand Lifewtr, was among the attendees. Smith recently unveiled a digital art exhibit titled "Black Art Rising," created by Lifewtr to celebrate the work of Black creatives.

Joining Smith at the summit was Kristin Turner, principal UX designer at Amazon and design co-lead of the company's Black Employee Network. Turner and Kate McCagg, head of custom ads, international, at Amazon Advertising, also shared their thoughts on the topic.

The Black Employee Network at Amazon was mentioned during the summit as a key initiative in the company's efforts to engage with current events. McCagg and Turner, both Amazon executives, play significant roles in these efforts, alongside Smith from PepsiCo's Lifewtr brand, who leads similar initiatives in brand engagement and social impact.

During the summit, the attendees shared advice on how brands should—and should not—get involved in current events. Their discussion served as a platform for exploring the complexities of brand involvement and its impact on consumers and society.

In a time when consumers are demanding more transparency and authenticity from the brands they support, events like the Adweek at Home virtual summit provide a valuable opportunity for dialogue and learning. As companies continue to navigate the intricacies of corporate social responsibility, these conversations will undoubtedly play a crucial role in shaping the future of brand engagement.