After the Capitol riot many US firms felt they could not stay silent. Brand activism is on the rise and boards should be aware of its power.
On 6 January 2021 the world watched with horror at the storming of the US Capitol. Some were shocked, others angered, and many felt disbelief this was actually happening on the soil of the world's most powerful and celebrated democracy. It soon became clear that corporate America was not going to stay silent.
Statement after statement was released from the most iconic and powerful global brands stating their position.
Michael Dell, chief executive of Dell Technologies, said: “This attempted subversion of our democracy is an attack against us all, and we must stand together, united, in the defense of our values and our country.”
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