Marketing in the Age of Resistance

SEO is far from a perfect assignment editor for the web. Scammers and charlatans have been trying to abuse it for years, and it can create spectacles as ghoulish and cynical as social-optimized posts when news happens.

Modern consumers are as politically and socially conscious as ever. While some brands respond out of fear of alienating sects of their audience, a recent Morning Consult study found that merely saying the “right things” or “standing in solidarity” no longer cut it with consumers. They want the brands they support to back up those platitudes with action.