With increasing societal challenges, people are demanding decisive social action from brands now, more than ever – but this could come at a cost. Canvas8 spoke to Dr. Sourjo Mukherjee, a marketing professor at Audencia Business School, to find out how brands can court controversy without contention.
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Sourjo Mukherjee's teaching and research focus on understanding consumer behaviour in the marketplace. His primary areas of expertise are brand activism, consumer morality, and the effect of new media and technologies on consumer behaviour. His article on brand activism is on the list of the most downloaded and most cited work published in the International Journal of Research in Marketing. Dr Mukherjee has worked in France and India and is currently collaborating on projects with experts from the UK, US, and Singapore. He is passionate about making evidence-based insights from academic research accessible to a broader audience.
Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of Vogue, Dazed, The Washington Post, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.
