Buyer Activism Will Rise Among B2B Buyers
Tony Zambito
MARCH 4, 2022
B2B buyers seemed to be on the sidelines. B2B buyer activism will be on the rise. We have not seen this dynamic of activism in B2B. As the arc of the Russian invasion wreaks destruction and humanitarian crises, B2B buyers and brands will be confronted with moral and activism choices. Affecting primarily consumer brands.
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