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The biggest mistake we see brands make at this point is that they attempt to jump into a cause with the mindset of singlehandedly saving the world. This mindset leads to campaigns such as the oft-maligned Kendall Jenner Pepsi ad that featured Pepsi as the cure for racism and police brutality. Although that campaign has become the poster child for self-aggrandizing approaches to social impact, Pepsi is far from alone in making that mistake. Unfortunately for them, they were the highest profile.
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