In light of the recent conversations around racism experienced by Black members of the USC community, spearheaded by the @blackatusc Instagram account and reinforced by the country’s Black Lives Matter movement, our organization stands as an active proponent of the movement to create a more equitable community at USC. It... Read more
With the social upheaval in 2020, the importance of brand purpose has never been greater. Purpose is a powerful tool that helps companies build deep consumer connections.
In a study conducted by Accenture, 62 percent of consumers stated their purchasing decisions are driven by a company's authenticity. Consumers have access to reliable information on how companies operate, produce...
A global health and economic concern is, ironically, a catalyst for humor and entertainment, reminding brands that deigning social media advents as irreverent or not offering messages in an entertaining way means losing a strategic tactic to stay relevant.
Social media has evolved from a conduit to peers into a platform for entertainment, and the predilection for funny or entertaining...
The first case of COVID-19 in the U.S. was identified on January 20, 2020. Six weeks later, it was reclassified as a pandemic and the first statewide stay-at-home orders were issued in California on March 18. Since then, the U.S. has become deeply mired in a public health and economic crisis. Due to the magnitude of the problem, any effective solution requires collaboration across multiple...
The nationality of a brand attains growing political significance in today’s marketplace. Some argue that with globalization a brand’s nationality — its perceived national association — has become so tenuous that contemporary consumers do not care where a brand is from or even know the “country-of-origin” of the brands they purchase. Yet all such spatial associations are not created equal. And...
Why do humans continue to categorize and judge people by race — or gender, sexual orientation or religion? And as communicators, how do we contribute to greater understanding and a more equitable society? One tool: Research.
In the first part of the 19th century, one of America’s most prominent scientists was a doctor named Samuel Morton. Using a collection of skulls gathered from...
Macrotrend data is consistent: Consumer behavior is shifting rapidly, purchasing patterns are in flux and customer loyalty is shaken. The common thread is no surprise: we are human, we are struggling and we need empathy more than ever.
The magnitude of change, loss of control and continued uncertainty has led us to question everything: where we work and where we live, what we buy and...
The key to any business relationship, but especially a trade relationship where external factors, like governments, have a role to play, is making sure you’re committed for the long run and prepared to ride out any rough spots. You need to be committed to transparency and fulfilling your obligations. This is especially true for a U.S. company doing business in China. These principles can serve...