Brands that take stand on social and political issues often face some sort of backlash. Insider spoke to two experts about how brands can use data and research to navigate these challenges. About half of American consumers think brands should take stands on social issues, according to a Gallup poll published in January 2023. "Marketing has all kinds of tools and techniques to understand consumers," Whitler said. Social issues are foremost on the minds of CMOs, but you have to understand what your brand means to your audience and where you have permission to talk about this stuff."

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Persons: Bud Light, Kimberly Whitler, Whitler isn't, Whitler, Ewan McIntyre Organizations: University of Virginia's Darden School of Business