Webinar: When brand purpose goes bad
October 23rd, 2023, YouGov

Webinar: When brand purpose goes bad

Do Americans like brand advocacy?

This presentation took place on Tuesday, November 7 at 2:00 pm EST / 11:00 am PST, where we presented data to help agencies, brands & PR professionals understand how different groups of Americans respond to brands getting involved with social issues.

While consumers increasingly expect businesses to act with purpose, brand advocacy has become fraught with risk in today’s hyper-partisan media environment.

In this webinar, we explored examples of brand crises – and some successes – resulting from taking a stance on hot-button issues, and show how in-depth brand sentiment and public opinion data can help media planners and PR professionals make more informed decisions.

We also interviewed a preeminent crisis PR expert on evolving best practices in issues management for brands getting involved with purpose-driven and advocacy campaigns.

Meet the speakers

US Brand purpose webinar

Dare Schenck

VP of Account Management, YouGov America

Dare Schenck is VP of Account Management at YouGov America. Dare brings nearly a decade of market research experience across commercial and data analytics practices. Having worked across a wide portfolio of clients, she currently focuses on deeply understanding agency and media client objectives and supporting with the right mix of syndicated and custom data solutions. Outside of her 9-5, you can find Dare off the grid on a hiking adventure or exploring the live music scene.

Matt Coldagelli

EVP and Chicago Corporate Affairs Lead, BCW

Matt brings more than 20 years’ experience to his role as the leader of BCW Chicago’s Corporate Affairs practice. A former journalist, Matt helps clients build and protect their reputations through his deep expertise in thought leadership, crisis & issues, sustainability/ESG programs and media relations. He has helped brands like Butterball, CME Group, KFC, United, Barilla, MolsonCoors, Mahou USA and Starbucks navigate communications challenges while also building integrated corporate communications strategies rooted in purpose and values. Drawing on his newsroom background, Matt media trains executives and spokespeople to navigate today's increased fraught and fractured communications environment.

When brand purpose goes bad | Tuesday, November 7 at 2:00 pm ESTRequest slides