Companies need to know what their customers want and avoid reversing their positions when an issue is in the spotlight, said Jill Jackson, a communications consultant for Monument Advocacy who advises companies on how to navigate issues such as race and equality, abortion, LGBTQ and corporate sustainability.
“Companies must ask themselves: Is this the one that we fight for? Is it not our issues?” Jackson said. “If it’s not important to our customers or our workforce, the risk might not be worth it.”
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