Consumer expectations are changing, and it’s vital that brands keep up. Ethical behavior is now a major consideration for brand purchases. In fact, nearly two in three people say they choose, switch, avoid, or boycott a brand based on its stand on social issues.
Our team recently came across an interesting interview with Peter Coleman, the founder of the Difficult Conversations Lab at Columbia University, a lab dedicated to the practice of discussing challenging topics. Coleman has some helpful advice for everyone on how to communicate better.
Social theorist Patricia Hill Collins notes that “challenging power structures from the inside, working the cracks within the system… requires learning to speak multiple languages of power convincingly.” We at Zebra Strategies believe in the essential nature of speaking these multiple languages, so as to advocate for underserved communities and amplify their voices.