In a world where trust in governments and the media is waning, businesses are expected to step up to the plate with credible information without necessarily having the capacity to do so. This checklist guides brands through the process of positioning themselves on key societal issues. It’s a companion piece to the Social Issue Positioning Handbook, also available on our website.

Too often, brands treat content as a nice-to-have item on their marketing list. Here are six actionable steps they can take to step into their role as publishers, and produce content that generates meaningful connections with their audience.

Too many brands are getting content wrong. By embracing their roles as publishers, future-facing brands can increase opportunities to create meaningful and long-lasting conversations with their audiences, and nurture brand and business growth.

Brands are increasingly behaving like charities, but that’s not what customers want or need. Responsibility starts with companies taking stock of the impact they have just by virtue of existing.

Without access to good data, artists can’t understand their audiences and make the right decisions to grow their careers. Why are the standards so low in the music industry, and who benefits?