If 2020 was a time when it became untenable for any marketer to avoid the deeply polarizing issues that upended life around the globe, from racial justice to sustainability to politics, 2021 forced a grand level of clarification about what a brand ultimately means. Marketers felt the force of consumers’ explicit demands to take declarative…

(SOURCE) https://www.adweek.com/brand-marketing/the-great-brand-identity-crisis-coming-in-2022/