Prashant Malaviya, Vice Dean of Programs and Professor of Marketing, Georgetown University’s McDonough School of Business, Dubai and Washington.We are living in a time of heightened sensitivity. Conflicts, crises, and social divides have placed questions of identity and respect at the center of public life. In such a climate, the way brands communicate carries added responsibility. Audiences expect awareness, empathy and a realistic demonstration of the world people experience every day.
While creativity is highly valued in campaigns, cultural sensitivity is imperative and so is consistency between what brands say and what they do. If a company champions sustainability in its messaging, for example, but ignores environmental standards in its supply chain, consumers will quickly call out the disconnect. The same holds true for inclusivity,
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