So what’s changed and what’s in store for brands like FedEx and Amazon who choose to stay the course and not distance themselves from business dealings with the NRA? Regardless of your stance, it’s important that as marketers we realize what it means to “stay woke” – teen slang for being socially aware. People don’t just buy good products, they buy from good companies and from companies that do good. Unfortunately, tragedies like Parkland and #metoo movements have had to serve as a catalyst for mainstream brands to re-center themselves on social good. It's about being dutiful to your company’s ethics, values and morals and I applaud these brands for having the courage and conviction to sever ties with the NRA.

Source: Forbes February 27, 2018 14:03 UTC