Brand Safety is a Moral Imperative

Brands are usually launched to fanfare with a clear purpose that includes a way to improve the world, or at the very least the lives of the people who buy their product or service.

Failure to behave consistently with that purpose within advertising naturally impacts consumer perception. In fact, research from Brands Taking Stands 2019 found that 66% of younger consumers say that a brand’s association with a social cause or platform positively impacts their overall impression of a brand.

Please read GroupM’s EMEA Brand Safety Manager, Stevan Randjelovic’s, full opinion in Campaign here.