During the past decade, we have seen a significant rise in consumer activism. And that has translated to a rise in both brand activism as well as shareholder activism. We have seen consumers changing buying behaviors with their pocketbooks. Refusing or boycotting certain brands due to their social or environmental stance. For many years, activism centered on the environment. In the past two years, we have seen more prominence in social justice issues. Affecting primarily consumer brands. B2B buyers seemed to be on the sidelines. This is about to shift dramatically. B2B buyer activism will be on the rise.
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