The Cannon Ball River cuts through Oceti Sakowin Camp at Standing Rock, North Dakota, November 15, 2016. Photo by Elvia Mendoza.

The Cannon Ball River cuts through Oceti Sakowin Camp at Standing Rock, North Dakota, November 15, 2016. Photo by Elvia Mendoza.

Standing Rock. The Women’s March. #metoo. Bathroom bills. And now March For Our Lives. Each of these social issue milestones of the past couple of years has quickly changed corporate America.

Banks pulled out of DAPL and new practices have been recommended for managing the social impact of oil pipelines in the U.S. Big brands have embraced women’s issues in Super Bowl ads. CEOs of the biggest tech companies signed a letter saying the Texas bathroom bill was bad for business. Now, major retailers are changing the way guns are sold.

Is taking a stand on controversial social issues bad for business? Or is it building bridges with consumers in a niche-focused marketing future? I’m measuring that connection with a new polling series, Brands With Social Purpose.