Photo Credit: Sweet Disposition by Lauren Hammond

Photo Credit: Sweet Disposition by Lauren Hammond

HBR Blog Network contributor Grant McCracken (author of Culturematic and research affiliate at MIT) describes the emergence of a new trend where we want public personalities to possess a certain sweetness. Why sweetness? Dr. McCracken feels “we are coming out of an era of some darkness. We seemed almost to celebrate skepticism and snark.” He also cautions that brands should be aware of this new trend. Read the entire post here.

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