Cannes Special Part 1: Spotify’s Grace Kao on Belief-Driven Action for Brands
The TrustMakers
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How to Be Relevant in Culture
The most important thing to build trust is relevance, right? And to be representative and not look tokenistic. Edelman commissioned research last year because we wanted to answer some of the CMO's issues where they were saying, I'm wary of working with generation because they're activists. We know that Gen Z is a generation unlike any other. They want brands to basically walk the walk.
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