Combatting Consumer Activism

Why is culture-centric communications important to you?

Employees are seeking companies that have a clear purpose and consumers increasingly prioritize brand reputation and brands that align with their core values. Communications that consider the social demands of employees, vendors, and customers is incredibly relevant to marketing effectiveness and profitability.

At this event, expect to gain new perspectives on:

1. Engaging employees to create a positive company culture.
2. Leveraging communications to highlight company and customer values.
3. Adjusting brand messages to stay relevant to social expectations.

Discover the importance of purpose and culture in shaping internal and external communications about products, company values, corporate social responsibility, diversity & inclusion, and more. If you miss the mark you are susceptible to disruption by cultural activism. When done right, culture-centric communications can transform employees and consumers into brand evangelists.

This event is designed for persons in an internal or external communications role, executives, and business owners, and others needing to shape communications to promote a more culture-centric organization and brand.

Dr. Steven Chen of California State University – Fullerton

Steven Chen is a Professor of Marketing at California State University, Fullerton’s Mihaylo College of Business and Economics. Before joining Cal State Fullerton, Steven received his B.A. in Studio Arts and a Ph.D. in Marketing Management from the University of California, Irvine. Steven is an award-winning scholar in the design thinking and product/service design spaces. He has published in the Journal of Product Innovation Management, the Journal of Business Research, and the Journal of Marketing Management. He is the author of the book The Design Imperative: The Art and Science of Design Management (Palgrave Macmillan).