Brand Purpose Comes With Caution
The World Economic Forum launched a Lighthouse Programme in 2022 about Diversity, Equity and Inclusion (DEI). This was a big deal. There is almost no forum with more visibility and gravitas for something like this.
NEW THINKING
The World Economic Forum launched a Lighthouse Programme in 2022 about Diversity, Equity and Inclusion (DEI). This was a big deal. There is almost no forum with more visibility and gravitas for something like this.
We know that social causes are good for brands — reputation, recruiting, and community relations. But are brands good for social causes?
What consumers want most from a brand is a good product or service. Nobody wants to do business with the devil, though, so values are important. And people pay attention. But the bottom-line is product-first.
With somber accuracy Futurist Alvin Toffler once predicted; “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.” Who among us represents today’s illiterate? At the present pace of change, certainly, more marketers than we can imagine. We are either part of the old or part of the new.
Sustainable brands gain a competitive advantage for several reasons, and numerous well-known brands serve as prime examples: