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The racial inequality protests in 2020 inspired us to change our own behaviors and advise our clients on content strategy. We predict brands will make significant efforts to clean up business practices and adjust messaging to appeal to enlightened consumers who care deeply about a company’s purpose and commitment to social and environmental sustainability.

Research has shown that ethical businesses will be more successful in the long term, so we expect to see many businesses to join in the movement in 2021. Most recently, more brands have taken an anti-consumerism approach to holiday marketing, a trend initiated by REI years ago. Look for more planning around these positions in 2021.