American democracy, public safety, and the fundamental rights and freedoms of many people across the country are under increasing threat. This moment demands a concerted response to ensure our progress as a nation, including brands stepping off the sidelines to weigh-in on important issues. There are a few great examples of this happening in recent years like some brands affirming that black lives do matter and that women should have autonomy over their own bodies, to name a few. This panel will explore the decision-making behind brands that go beyond traditional corporate social responsibility (CSR); how brands are becoming bolder in addressing sensitive issues; and the need for more brand activism.