Increasingly brands are taking a stand on social causes in an effort to make their brand not only more relevant, but to be a catalyst for change in their communities. Brands are taking a stand on large social issues and in the process, are hoping to connect better to their target audiences. Brands have long embraced environmental causes. Taking on a social cause feels a bit riskier for Brands because of fear of perceived potential backlash. But it can have a big pay-off when it strikes a cord with consumers... 

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