Brand: The New Political Reality

Speakers

Corley Kenna

Patagonia

Nancy King

Airbnb

It’s 2019 and every brand or brand action has become political. From Pepsi to Facebook, Starbucks to Gap, CEO to celebrity spokesperson, whether intentional or not, brands have become our reality TV. And with 57% of consumers admitting to buying or boycotting a brand because of the position it takes on an issue, it’s never been more important for brands to get it right.
This panel will bring in leading experts to explore the new reality for brands marketing to a highly nationalized, politicized and polarized society. Audiences will learn how brand leaders are navigating this new territory, what lessons can be learned from those who’ve put a stake in the ground and the new rules for engaging consumers and employees on the issues that matter.



Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Primary Entry: Platinum Badge, Interactive Badge
Secondary Entry: Music Badge, Film Badge
Format: Panel
Event Type: Session
Level: Advanced