Peter Bardell, cofounder of Revolt, has spent a lot of time studying purpose and its effect on consumer perceptions of a brand. One of his key conclusions? Brands are more likely to find success with their social efforts when they use “centrist” language and avoid more inflammatory activist terms. He shared a few examples of how this works during his appearance on the Beyond Profit podcast. Check out the full episode here: https://bit.ly/3PYKXXg