The Importance of Social Desireable Responses

P&G's Chief Brand Officer Mark Prichard in 2019. He comes out with a very strong point of view on how his brands and his portfolio need to be more socially active than need to have a purpose driven, very strongly purpose driven positioning for each of their brands. And he makes some factual statements that I think a lot of people in the industry were very skeptical of. But if you were to look atResearch study after research study, you would become convinced that it was indeed true.