In today’s politically charged environment, is it prudent for brands to take positions on social issues?

Yes, it’s the duty of brands today to be socially responsible and stand for something.

No, it’s marketing suicide in today’s politically polarized marketplace.

It should only be considered if it’s true to the identity and essence of the brand.

If it’s not true to the brand, the risks are great as Pepsi’s Kendall Jenner ad can attest.