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  • When the Floor Drops, Shatter the Ceiling

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    Super Bowl LI is in the books, and it may be best summed up as the game of shattered expectations – that a 25-point third quarter lead is safe, that Lady Gaga can’t be any more entertaining and that deregulation means companies are free to ignore social and environmental issues.

    To some, the Super Bowl commercials that focused on social issues such as inclusiveness and equal pay were seen as repudiations of recent moves by the Trump administration. However, it is more likely that these corporate social responsibility (CSR) messages were being used because they resonate with key stakeholders. After all, Coca-Cola has been teaching the world to sing and advocating for polar bears for decades because consumers find those messages appealing.

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