South Africa, Nov. 3 -- Failure to do so can result in irreparable brand damage instead of the connections they are seeking to make between the company and the community that is their core audience.

Nike is a case in point. When it made former NFL quarterback Colin Kaepernick the face of its 30th anniversary campaign in 2018, it took a public stand against discrimination, attracting both support and criticism.

Research published in the Journal of Business Research in March 2026 argues that brands taking such stands need to demonstrate that their commitment is genuine, with researchers warning that taking any position can alienate consumers who disagree with it.

A second study, published in the Journal of Interactive Marketing in May 20...