Corporate Responsibility, Social Messaging Why and how companies can better position themselves for critical social action "Navigating the waters of social advocacy is far more difficult for brands than many want to acknowledge, and that the price of getting it wrong can be extreme. If you have any doubt about this, Google 'Pepsi and Kendall Jenner'. So let’s take a step back and evaluate both why and how companies can better position themselves for critical social action." Article: How Brands Can Follow Through on the Values They’re Selling