How we win the ESG challenge by staying in the right lane.
ESG stands for environmental, social and governance.
This acronym is an element that has complicated running a business tenfold in the modern world. When companies prioritize social and political activism over their core business objectives, it may alienate certain segments of their customer base, leading to a decline in sales or financial performance.
A business does not want to be accused of virtue signalling, and it is very smart to run your views by experienced marketing personnel before making public declarations.
Three viral moments that almost bankrupted huge companies:
Kendall Jenner and Pepsi commercial
Bud Light controversy
Lululemon founder body shaming comments