It's not all vapid nonsense - people are now tying branding to their personal identity more (probably as a side effect of social media, but I digress). If a pe

It's not all vapid nonsense - people are now tying branding to their personal identity more (probably as a side effect of social media, but I digress). If a person feels a consumer-facing company doesn't align with their values then they won't be a customer.