ONE MARKETING CONSULTANT IS WARNING THAT COMPANIES CAN EASILY FIND THEMSELVES IN HOT WATER FOR RUSHING TO JOIN INTERNATIONAL MOVEMENTS.

KRISTOFER GRANGER SAYS COMPANIES FAILING TO DO THE NECESSARY BACK GROUND CHECKS AND RESEARCH BEFORE TAKING A STAND IN SOLIDARITY CAN LOSE CUSTOMERS.

HIS COMMENT COMES IN THE WAKE OF RECENT BACKLASH FACED BY COMPANIES FOR THEIR POSITION ON THE BLACK LIVES MATTER MOVEMENT.

REPORTER JESSE RAMDEO TELLS US MORE.