The recent Gillette ad is receiving a lot of attention in social media, with a large amount of people either loving it or hating it. The ad highlights the #MeToo movement, problems with toxic masculinity over the years, and how men should take on the responsibility of encouraging other men to be better, and many people are triggered. (Take a look at the video below).

A campaign like this is very risky. As a business, taking on social issues as a platform can either hurt or help you depending on your audience. However, according to new research reported by Forbes, consumers actually prefer brands to get their hands dirty and jump in the discussion regarding relevant and current social issues. Most who were surveyed reported that companies taking a stand would not change their minds on social issues, but research showed that when companies took a stand, it increased brand loyalty among consumers.

It’s a risk, because making a statement about a hot button issue could alienate much of your audience, so it’s something to carefully consider. But the rewards could outweigh the costs. Take a good look at your business, who you are targeting, and what belief system you want your brand to align with. After all, your brand isn’t who you are, it’s how the world defines you.