Anne Bahr Thompson

The Cost of Silence: Are Brands Losing Their Way—or Finding It?
https://annebahrthompson.com/
February 09, 2025

Later today, millions will tune in for the Super Bowl. We’re also in the midst of Black History Month, with Women’s History Month and International Women’s Day just around the corner. These moments—distinct yet significant—have long been stages for brands to engage, take a stand, or in some way signal their values. Rather than reassessing purpose or reinforcing its true meaning, many brands are choosing to retreat—believing silence equals neutrality and will protect them from scrutiny. But will it?

Beyond Consumer Outrage: Seven principles for rebuilding trust and realigning purpose
https://annebahrthompson.com/
January 20, 2025

Polarization, misinformation and a sense of betrayal permeate public discourse. Institutions once seen as pillars of stability are now viewed with suspicion. It’s easy to dismiss the outrage as noise, but what if it’s something more? What if outrage isn’t the enemy but a signal—a mirror reflecting the fractures in trust and purpose we’ve overlooked?

Here are 7 principles for brand leaders and marketers to move beyond consumer outrage and transform it into a catalyst for meaningful social influence and growth.

Reclaiming Intuition: Understanding the vibes that guide visionary brand leaders
https://annebahrthompson.com/
January 02, 2025

Although the numbers tell us the “what,” alone they rarely reveal the “why”—the energy, the feeling, the coherence beneath the surface. That’s where our intuition comes in. Reclaiming intuition is about redefining leadership—learning to sense the energy of what’s possible—and having the courage to act on it....

Rethinking Performance: The Harmony of Beta and Alpha
https://annebahrthompson.com
November 20, 2024

What if we’ve been asking the wrong questions about performance? For decades, we’ve measured success through efficiency, speed and output—metrics born in a beta-brain world. What happens when performance needs something more—a spark of creativity, the intuition of a bold leap or the resonance of a shared purpose? This is where alpha waves come in.

Purpose Beyond Politics: Leading with Integrity in a Polarized World
https://annebahrthompson.com/
November 07, 2024

The stakes for being purpose-led have never been higher, as public expectations—and scrutiny—around corporate commitments will continue to intensify. In a world grappling with uncertainty, purpose offers leaders a way forward—guiding business decisions and influencing how their brands engage with society at large. In the next four years, purpose can serve as a rallying point, motivating brands to rise above the moment’s challenges and envision a more connected, hopeful future.

Rebuilding Trust: A Five-Step Process for Human-Centered Alignment, Engagement and Growth
https://annebahrthompson.com
September 27, 2024

Rebuilding trust and healing corporate trauma requires a human-centered approach to alignment, engagement and growth. Tapping into a creative brainwave alpha-state, we can build organizations where individuals are empowered to reach their fullest potential and where businesses flourish on a foundation of harmony and purpose. There’s no time to waste.... Now is the time to embark on this journey toward a more human and prosperous business sector.

Purpose: From Performative Gestures to Strategic Value Creation
Anne bahr thompson
August 04, 2024

Marketers today face a daunting challenge: aligning strategies with society’s vacillating — and divided — expectations, all while navigating an intricate web of global events, technological advancements and economic uncertainties. And while this complex landscape makes the concept of brand purpose both increasingly critical and more nuanced, a growing number of pundits are declaring purpose one and done — or worse yet, meaningless.

Healing-Centered Brand Leadership: Democracy, Integrity, Empathy
Anne bahrthompson
July 14, 2024

If it wasn’t apparent before, the assassination attempt on Donald Trump, which followed the chaos that ensued around Joe Biden’s candidacy after the first Presidential debate, have made it clear that our democracy is under stress. Without a doubt, this is a moment that demands collective reflection on the role of our political system in our society and, more specifically, its fundamental importance to the business landscape and how we develop brands (the human face of a business). We are at a critical juncture—one that calls for leadership that heals, emphasizing dialogue and constructive conversation over zero-sum, win-loss games.

Authenticity: The pathway to living purpose
https://annebahrthompson.com/
May 07, 2024

What does authenticity really mean, especially in its intricate dance with purpose? Even as backlash now has many focused on the next big thing—viewing purpose as a check the box exercise or an aspirational ideal that sets brands up for controversy and people for disappointment—the quest to craft “authentic” narratives continues.

Yet, purpose, alongside authenticity, continues to stand out as a guiding principle in both a brand's and an individual's ongoing process of becoming—becoming integral to the people we serve, the communities in which we interact and, fundamentally, within organizations and ourselves.

Beyond Cultural Moments: Principles for Purpose-Driven Brand Engagement in Culture
https://annebahrthompson.com/
February 08, 2024

The meaning of a brand engaging in a cultural moment is about more than a simple act of showing up. As consumers, employees, investors and other stakeholders increasingly demand sincerity from business leaders, scrutiny of how brands participate in shaping our collective narrative has intensified.... Pushing them to move beyond performative gestures and engage in ways that genuinely reflect their core beliefs and purpose.

Participation has the potential to demonstrate shared passion, alignment with people’s values, commitment to social causes, support for marginalized populations and, ultimately, reinforce a brand’s role in driving positive change.

2024: Five Mandates for Purposeful Leadership and Impact
Linkedln
December 29, 2023

Every New Year begins with a slate of good intentions and ambitious goals. As we stand on the threshold of 2024, amidst the buzz of ongoing geo-political conflicts, alarming news about climate change, ESG backlash, and increasing concern about the future of democracy, I have been reflecting on both the challenges and opportunities that brand leaders face.

Shaping the Future: Emergent themes for brand leadership as we approach 2024
annebahrthompson.com
November 29, 2023

In the midst of all the chaos, the intersection of brand leadership and social responsibility is becoming increasingly significant.

As we edge closer to 2024, I’ve seen five themes emerging for brand leaders to keep in mind in 2024 as they continue their journey along the pathway to purpose and sustainability.

Lessons from the Adidas-Kanye West Break-Up
annebahrthompson.com
October 29, 2023

The high-profile partnership and break-up between Adidas and Kanye West serves as a case study and reminder of the importance of good governance when choosing influencers. The saga of this collaboration, fraught from the beginning as exposed by Megan Twohey’s recent New York Times article, unveils profound insights into influencer marketing. It underscores the role of ethics and corporate governance – and emphasizes the vital need for enhanced transparency and comprehensive reputation risk management in influencer programs.

A Climate Week 2023 Imperative for Brands: Navigating Purpose and Sustainability
https://annebahrthompson.com/
September 22, 2023

With the spotlight on our planet's most pressing issues this past week, the demand for action from the business sector alongside governments was clear.

Excitingly, the majority of brand leaders I met are seeking ways to integrate doing good into all aspects of their work. They recognize the power they hold to have an impact and help create lasting behavior change as marketing and communications professionals.

That said, amidst the increasing pressure to grow financial and social value, many brands continue to conflate purpose with sustainability. And although these two concepts are intricately intertwined and mutually influential, they remain distinct. And herein lies the powerful link—the integration of purpose into sustainable practices amplifies a brand’s positive impact....

Purpose Is Growing Up: The Inseparable Connection with Product Quality
https://annebahrthompson.com/
August 03, 2023

When Unilever’s new CEO Hein Schumacher recently announced that the company was emphasizing product quality to grow margins and volume, many marketers took it as big news…. Could this mean that performance marketing has triumphed and the focus on purpose is over?

Given public sentiment – even with political polarization – there’s little chance of that.

Yet, misconceptions that purpose revolves solely around lofty mission statements, social impact and philanthropic endeavors, detached from core product or service offerings, persist. Without a doubt it’s a misnomer to disregard the vital role product quality plays in activating purpose…. Doing what you say you do and delivering on your value proposition is essential for cultivating trust.

A reset around the meaning of purpose and the role it plays is not necessarily a bad thing. Indeed, it means purpose is growing up....

From Rainbow Capitalism to Allyship
: Five Steps to Sustain Support and Avoid Pulling Back
https://annebahrthompson.com/
June 05, 2023

Allyship. With the backlash against Target coming on the heels of the Anheuser-Bush, Bud Light-Dylan Mulvaney fiasco, Pride 2023 presents a perfect moment for business leaders to reflect on what allyship, DEI and belonging genuinely mean to them, both externally with customers, investors and other stakeholders and internally with employees.

Taking a stand is a filter of sorts for all of a brand’s actions and behaviors – not a one-time campaign, month-long event or, perhaps most importantly, reversible decision.… The lasting change that allyship is meant to cultivate comes from collaboration and sustained advocacy. Here are five practical steps for brand leaders to take to sustain allyship and avoid pulling back.

Earth Day 2023: from short term profits to long-term impact
https://annebahrthompson.com/
April 21, 2023

With greenwashing is in the spotlight and increasing regulation focused on curbing it, I’ve been surprised this week to see the number of brands still co-opting Earth Day for their own gain – falling short in promoting the urgent positive change needed to address climate change. Shallow engagement undermines public trust in brands as a whole – including those meaningfully advancing environmental awareness and taking bold actions as they reduce their carbon footprint, invest in renewable energy and support conservation.

So what can companies do to make a real impact and treat every day as Earth Day?

From Greenwashing to Greenhushing: Five Guidelines to Embrace Sustainability and Prevent Missteps
https://annebahrthompson.com/
April 12, 2023

Even as environment, social and governance (ESG) measures of risk are being politicized in the US, the new European Commission Green Claims Directive will have a significant impact on business and brands – in Europe and across the globe. Understanding the broadening landscape of greenwashing, greenhushing and everything in between is therefore vital knowledge for all brand leaders navigating increasingly complex marketplace challenges.

Is political backlash against “woke” capitalism working?
annebahrthompson.com
March 16, 2023

Is Larry Fink’s 2023 letter an indication that political backlash against “woke” capitalism is working? I’d suggest yes…. And no.

This year, in his annual chairman letter released on March 14, Larry Fink addressed investors and CEOs together in one message. After being called out by both sides of the argument when it comes to taking action on climate change, Fink appears to have taken a cautious step back with his words at first blush. And while there are references to sustainability, ESG as a term notably is missing.

Brand Leaders: Choose transparency over greenhushing
Anne Bahr Thompson
January 13, 2023

As people progressively call on the business sector to take greater action on climate change and social issues, brands increasingly are marketing and communicating their sustainability efforts. And as our depth of knowledge and understanding about sustainability enhances our understanding of what is and is not greenwashing, the bar for efficacy rises and escalates scrutiny of claims. And so it’s no surprise greenhushing is becoming a thing.

re-FRAME+re-SOLVE=re-SOLUTIONS
Anne Bahr Thompson
January 03, 2023

The other day, I surprised myself…. I was working with a client and for the very first time noticed the word resolutions broke into two parts: RE + SOLUTIONS. And….wow! That put the concept of New Year’s resolutions into a new light for me.

Reflecting on the movement to DO MORE GOOD
Blog post
September 01, 2022

Time to get purposeful about purpose: 10 guidelines to connect employees to purpose
Medium & Website blog
February 23, 2022

2022: Time for EmpIoyers to Get Purposeful about Purpose
LinkedIn
January 06, 2022

Employees First: The Great Resignation is not new/s
LinkedIn
October 26, 2021

Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit
AMACON/HARPER COLLINS
November 17, 2017

What business and thought leaders are saying about Do Good:

“A great read for any company seeking to incorporate a social mission into their brand, without sacrificing profits. Anne Bahr Thompson’s model of Brand Citizenship offers compelling advice and creative, yet practical, ways to connect with all stakeholders.” – Jay Coen Gilbert, co-founder of B Lab, the nonprofit behind the B Corp movement

”Do Good offers a timely blueprint for building a strong brand with social impact at the core, as customer and employee expectations for the role business plays in society continue to increase.” – Andy Polansky, Chief Executive Officer, Weber Shandwick Worldwide

“Anne’s book underscores what we experience each day as we work with the CEOs and companies in our coalition, and what the research has shown: that understanding and meeting significant stakeholder needs is critical for companies to prepare for 2020. Do Good is required reading for leaders who want to meet today’s business challenges head-on.” – Daryl Brewster, CEO, CECP: The CEO Force for Good

“Anne Bahr Thompson’s five-step Brand Citizenship model offers a new lens on the challenge of stewarding brands in an era of change and increasing complexity for brand owners.” – David Bickerton, Director of Communications, BP plc

“With her remarkable background and decades of experience, Anne Bahr Thompson has succeeded in joining profitability with purpose (a long-sought synchronization seldom achieved today) and crafted an exceptional framework for businesses to attain Brand Citizenship—which virtually guarantees a business success. A compelling read for everyone in business, I heartily endorse Do Good.” – Archie Carroll, Ph.D., Professor Emeritus, Terry College of Business, University of Georgia; senior coauthor of Business and Society: Ethics, Sustainability, and Stakeholder Management, 10th Edition

“Do Good is engaging, insightful, convincing, and useful. In a world where consumers, employees, and shareholders demand more from the brands they engage with, this book—and the unique Brand Citizenship model Thompson proposes within it—is essential reading for any business leader looking to unlock value and help their organization earn an extraordinary and irreplaceable role in people’s lives.” – Kevin Jasmin, Director of Corporate Brand Strategy, TD Ameritrade

Synopsis:

Good works are no longer optional. Customers expect brands to truly care about them, their values, and the world at large. People want to see companies engage in fair employment practices, social responsibility, and charitable giving. In addition, they want companies to advocate on their behalf and make them feel that they are part of a larger community or grander mission. They demand more than half-hearted pledges or they’ll quickly call out negligence on social media, because doing good is not just an easy, one-time attention-getting effort. It’s an ethos that permeates every aspect of an enterprise, from how it delivers products and services to the way it treats employees, the community, and the environment. So, how exactly can companies foster this ethos?

As a Fortune 500 global brand strategist and researcher for more than 20 years, Anne Bahr Thompson has studied what consumers expect from brands and how the most successful companies respond. In her new book, DO GOOD: Embracing Brand Citizenship to Fuel Both Purpose and Profit (AMACOM), she explains how to embed social consciousness into a company’s DNA. Based on extensive research with thousands of consumers, Thompson confirms a new business mandate: Brand Citizenship. She offers a five-step model “that integrates doing good activities…with brand development to strengthen a brand’s reputation, foster greater loyalty, and enhance value creation. It’s a win-win-win solution that mutually benefits consumers, companies, and society.” The five steps of Brand Citizenship logically flow from one another:

Trust: Don’t Let Me Down. Brands that deliver on their promises are trusted more. Digital communications and information channels have made reciprocity one of five key requirements for trusted brands.
Enrichment: Enhance Daily Life. People identify more with—and are less price sensitive toward—brands that help them to simplify their routines, make mundane tasks less dull, and enrich their daily lives.
Responsibility: Behave Fairly. In a post-recession, flattened, and transparent world, customers expect brands to treat their employees fairly, behave ethically, and be proactive in their business practices.
Community: Connect Me. Brands that rally communities, motivate behavioral changes and fix social problems – provided they are not overtly political – attract more loyalists.
Contribution: Make Me Bigger Than I Am. Brands that play an active role in creating a more positive and life-enhancing future enrich loyalists’ lives by improving life on the planet.

DO GOOD helps leaders understand where their organizations are starting on the ME2WE continuum of Brand Citizenship and how to develop metrics to measure the perceptual, social, and financial impact of initiatives and programs. The book presents a wealth of business and brand case studies—ranging from legacy businesses to social enterprises, including Apple, Google, AMAZON, Walmart, and Vaseline to H&M, SunTrust Bank, Chipotle, Trader Joe’s, IKEA, and Burt’s Bees, as well lesser known companies such as Plum Organics, Lush, and Seventh Generation. With DO GOOD, business leaders will get an edge on implementing Brand Citizenship: a win-win-win solution for customers, society, and the bottom-line.

Brand Positioning and Brand Creation
Economist Books
November 27, 2003

BRAND CITIZENSHIP: a mechanism for positive change in an ever-evolving, shape-shifting world
Medium
June 16, 2020

Interview with Christine Sech at Brandemonium
brandchannel studio
October 02, 2018

5 Trends Brands Should Embrace with Lauren Simonetti of Fox Business
Fox Business
December 13, 2013

Brand Action, Sid Lee Mind Sparks
Sid Lee Mind Sparks
October 29, 2020

To call the current political and social climate a massive shakeup is an understatement. Is this calling to accounts an opportunity to redefine the place of business in society?

— It’s important to people to feel that a brand has purpose and shares their values before they advocate for it. This isn’t new. But the demand has deepened: it’s no longer enough for brands to state a belief or make token displays. People want their brands to act in line with those values.

— Change within business must be systematic and silos need to be broken down. Values are not a marketing issue; they need to be woven into a company’s DNA.

— Meaningful change takes time. Businesses, like individuals, need the opportunity for self-reflection and the space to try, fail, and try again. Looking within is the first step on the road to making change out in the world.

How to be a brand that leads with purpose (even when the world feels volatile)
Storyhouse Fifteen, Lindsay Hotmore
July 26, 2023

• Why the conversation around purpose is evolving.
• What makes it so hard to truly be a purpose-driven brand
• The importance of aligning brand values with employees and customers in order to avoid a disconnect between the brand’s purpose and their perceptions.
• The necessity of engaging in dialogue with various audiences, particularly audiences that stand at the middle ground. How understanding the voices at both extremes and the middle of the spectrum can provide valuable insights and foster genuine connection with the audience.
• Core values should remain consistent, but the approach and methods to implement them can evolve over time, reflecting changing societal needs.
• It is vital for organizations to understand and internalize the essence of their brand and purpose. Being transparent about mistakes, acknowledging them, and finding solutions to fix them is essential in maintaining a trustworthy relationship with the audience.

ANA Beyond Purpose – The Rise of Purpose 2.0 w/Anne Bahr Thompson
ANA (Association of NAtional Advertisers
November 09, 2022

Three years ago, the Beyond Profit podcast hit the airwaves to tackle the challenges marketers face in defining, activating, and advancing an authentic brand purpose. The first guest? That was purpose pioneer Anne Bahr Thompson, author of Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit.

The world has changed considerably since 2019, thanks in large part to the COVID-19 pandemic, political unrest, powerful social movements, and global economic uncertainty. But over that time span, we have also seen the rise of purpose-led companies across industry sectors, as they look to make a meaningful difference for both people and planet.

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Anne Bahr Thompson returns to the show to chat with host Ken Beaulieu about the rise of Purpose 2.0, key lessons from her book that are more important than ever, why companies must truly live their stated purpose, and more.

Living your purpose narrative through the how
Narrativ Story Talks
October 31, 2021

Episode 121 – Anne Bahr Thompson talks about trust and Brand Citizenship
The Orsini Way: Difficult Conversations
December 08, 2020

Anne tells us all about herself and her ground breaking book.. She defines Brand Citizenship and tells us what drove her to communications and her “5-Step Model” that balances purpose and profit. Dr. Orsini and Anne talk about the word “trust” and how trust begins with living up to your point of view. Anne discusses in depth each part of the “5-Step Model”: trust, enrichment, responsibility, community, and contribution. We learn why Apple is number one. She shares with us how citizenship is actually about ‘me and we’ and how Apple has been delivering it this way. Why is Anne not fond of the word authenticity, but prefers using the word sincere? Leadership is another one of Dr. Orsini’s favorite topics, and Anne tells us about how she overcomes the challenges when everyone is not on board with the conversations. As Anne said, “It’s being comfortable and confident to be the best version of yourself,” and that’s what a good Brand Citizen is about. Also, we hear advice from Anne on how to get people to “buy in.” We end with Anne telling us the most difficult conversation that she has on a regular basis and she shares some great advice.

ANA Center for Brand Purpose - Anne Bahr Thompson (Episode 1)
ANA (Association of National Advertisers)
December 14, 2018

Launch of the ANA's Center for Purpose: Anne Bahr Thompson, the author of "Do Good", joins ANA's Ken Beaulieu to chat about the topic of Brand Purpose.

AMA (American Management Association) Talks: Do Good
AMA
May 22, 2018

Marketing Matters interview with Barbara Kahn and Americus Reed
Wharton Business Radio
January 10, 2018

The New Strategic Imperative for Brand Value Creation: Doing Good in Times of Uncertainty
Sustainable Brands (SB Turkey)
September 14, 2023

The pathway from 'ME' to 'WE' is more than a transition in branding; it's a metamorphosis in business philosophy. Today, we’re all standing at a crossroads, tasked with shaping the trajectories of brands and the collective future we aspire to create.

So as you consider your own journey along the Me-to-We Continuum, I challenge you reimagine your role as that of a steward of change as well as a marketer of products and services. Embracing the principles of Brand Citizenship infuses purpose into every facet of your organization, and weaves collective 'WE' concerns into the very fabric of your brand's development. Importantly, this is not a one-and-done the check the box exercise. The journey to sustainable business only has a beginning… no ending.

Corporate Sustainability – Defining Improved Social and Environmental Impact
ecornell, Johnson School of Graduate Mgmt Center for Sustainable Global Enterprise
May 10, 2023

The current business environment is fraught with contradictory news, making it increasingly difficult for companies to effectively embed sustainability into their organizations. The debate and backlash over environmental, social, and governance factors; pending legislation in the U.S. and E.U.; and the recent failures of Silicon Valley Bank and Signature Bank have many in the C-suite on edge when it comes to managing financial, operational, and reputational impacts. A recent PwC survey indicated that CEOs recognize they need to reinvent their business model to survive.

So what does corporate survival actually entail in this age of juggling more responsibility, transparency, and accountability? We will explore this timely question with a series of discussions that center on sustainability as the foundation on which businesses can build their ethos and operations. Should companies, be they established or startup, assert a longer-term view of survival by incorporating a responsibility toward the environment and society alongside their stakeholders? Should an attitude of “We’re all in this together” become the norm that not only produces outstanding profits but also benefits communities and our planet? Should we look to entrepreneurs and innovators versus large corporations to lead the way with this new model of sustainable enterprise?

Politicization of the ESG concept has not stopped environmental, social, and governance from emerging as a critical framework to help stakeholders understand how businesses manage the nonfinancial risks and opportunities inherent in regular activities. It is becoming critical for companies — especially those that claim environmental and social sustainability virtues — to embed ESG into their DNA. Alongside this, many have also reframed Corporate Responsibility Officers as Chief Sustainability Officers.

Are these shifts evidence of a lasting movement toward a more sustainable business model? Do they indicate that business leaders will prioritize all stakeholders and include mechanisms to measure outcomes as well as outputs? And will new initiatives foster true change and tangible results with lasting impact on the urgent environmental and social issues challenging our world? Join us for a discussion with two global companies and a thought leader to hear their perspectives, visions, and hopes for sustainable initiatives.

Doing Good: Leadership Obligation or Opportunity
Shaparency
June 08, 2022

Investor Perspective: Defining a Sustainable Company
Cornell Center for Sustainable Global Enterprise
April 25, 2022

The interest in sustainable investing has grown in recent years, but what constitutes a sustainable investment has not yet been consistently defined. This panel will focus on how investors approach sustainable investing and incorporate frameworks such as the UN Sustainable Development Goals (SDGs) to achieve inclusive, sustainable growth and reduce risk in their investment portfolio.

The conversation will highlight how startups can benefit from sustainability strategies as well as the importance of appropriate metrics in measuring social and environmental impact while improving financial returns. You will also hear from two companies that were founded on sustainability principles and how they have been using sustainability to position themselves to partner with investors who want to support them on their growth journey.

This event is co-hosted by the Center for Sustainable Global Enterprise and the Capitalism and Social Good Group.

Seven Cultural Trends Shaping 2025
Thinkers360
December 16, 2024

Elevating Brand Relationships: A New Era of Purpose and Humanity
Thinkers360
September 27, 2024

Taken together, ongoing market uncertainty, shifting consumer sentiment and digital transformation are demanding a fundamental evolution in the operational ethos for purpose-led brand development. In our rapidly changing landscape, the ability to adapt while maintaining meaningful connections is more crucial than ever.

• Edelman reports that 84% of consumers say that they need to share values with a brand to buy it.
• Accenture demonstrates 72% of consumers feel they can personally impact the world and their communities through behaviors and buying choice.
• And Havas Meaningful Brands found 77% of brands could disappear, and consumers wouldn't care. However, brands that align with meaningful causes can create stronger connections with their audience.

Yet, despite a clear—and consistent—demand for deeper engagement, many brand leaders continue to address these desires with the same methods that largely have failed to resonate emotionally. For me, the data is more than the usual call for change. It underscores an increasing pressure for genuine metamorphosis and suggests an essential question: How can brands nurture meaningful relationships with the people who define their very existence—whether they be employees, customers, investors, or broader stakeholders?

In my work with brand leaders across sectors over the years, I’ve consistently seen that the answer lies in adopting human-centric values alongside sincerely bringing purpose to life. Time and again, I’ve witnessed how integrating intuition, creativity and humanness into the fabric of brand development and organizational culture profoundly elevates emotional connections with people, regardless of their segment or stakeholder classification.

At its core, this is about embracing a more harmonious style of brand leadership—one that is centered on healing, acknowledging our collective harm—the cumulative impact of systemic issues, shared traumas, and cultural or organizational damage—and our individual traumas and micro-traumas. Unearthed during the pandemic and remaining part of today’s Zeitgeist, these issues highlight the need for repairing our interconnectedness, bridging many levels of division.

The Necessity for Change in Brand Operations

Change has become a cycle in and of itself. And to stay relevant, brands are required to unceasingly evolve. As the human face of a business, a brand’s evolution should be about much more than adopting new technologies and innovating new product lines. It should also encompass a fundamental and necessary shift in the ways in which it communicates, and builds relationships—and, importantly and perhaps more challengingly, in the way it operates daily.

To create real value, the principles underlying purpose and sustainability must be core elements embedded into day-to-day activities, influencing how we think, behave, and interact with one another. Practically, this means embracing increased transparency, ethical practices and committing to integrating purpose and sustainability narratives into overarching brand storytelling, rather than seeing them as independent campaigns. By doing so, brands can guide us into a more sustainable, equitable, and prosperous future. Yet, courage is needed to step into what feels relatively unproven.

Decline in Employee Engagement and Diversity in Leadership

There’s little doubt that the level of transformation necessary for sustaining meaningful relationships with customers, employees, investors and broader stakeholders requires responding with more than new marketing tactics or even refreshed brand strategy. Elevating emotional connections to strengthen relationships demands a significant shift: genuinely valuing individuality and incorporating a deeper, more intentional approach to accepting multiple layers of difference across diverse human experiences.

Recent studies, including reports from Gallup, The Conference Board and S&P Global, depict a troubling decline in employee engagement and a stagnation in diversity within corporations, even as employee satisfaction rates have risen. Gallup's data highlights that employee engagement has fallen to its lowest since 2013 costing the global economy $8.9 trillion annually, while The Conference Board’s findings indicate that job satisfaction has declined across all subcomponents related to the day-to-day experience of workers, suggesting a growing disconnection from foundational elements like belonging and purpose. Meanwhile, S&P Global reports a decrease in the share of executive roles held by women from 12.2% to 11.8%, signaling a concerning trend that could delay gender parity in leadership until 2055 or beyond. Yet, research from McKinsey consistently highlights that companies with greater diversity are 25% more likely to have above-average profitability.

The Role of Intuition and Creativity

Increasingly dominated by data and analytics, the role of intuition and creativity in decision-making is easily overshadowed. Nonetheless, human elements are critical for navigating the complexities of a modern, chaotic landscape. Balancing data-driven methods and intuitive approaches naturally opens a door to living purpose through more breakthrough and resilient brand development. In fact, Forrester has found companies that foster creativity see 1.5 times higher market share growth, highlighting the competitive advantage of integrating human elements into decision-making.

Neuroscience reveals that our most innovative moments typically occur in a state of relaxed alertness, known as the Alpha brainwave state. Fostering environments that encourage this condition unlocks greater potential for competitive advantage through imaginative problem-solving. Unleashing intuition and creativity enhances agility, nurturing intentional risk-taking that leads to success—ultimately strengthening adaptability to rapid market changes, talent retention and, thereby, growth. Through living these behaviors themselves, brand leaders support more independent thinking and encourage it in others.

Valuing Individual Contributions

Another cornerstone of building a purpose-led brand that resonates on a deeper, human level is acknowledging the unique value every person brings. This is about celebrating people’s unique strengths and contributions as integral to the success of the whole organization, ultimately enhancing engagement and cultivating a more genuine sense of belonging—key ingredients for both individual well-being and a thriving corporate culture.

Cultivating an environment where every team member is recognized as vital to delivering the collective mission enriches people’s work lives and strengthens their commitment to a brand’s success, with organizations experiencing a 31% lower voluntary turnover due to strong recognition programs according to a 2023 Achievers Workforce Institute report. In hybrid workplaces, platforms where individuals can share their insights and innovations, and be recognized for those contributions, encourage a sense of ownership and pride that transcends basic job functions. This boosts individuals’ sense of meaning while simultaneously encouraging a more collaborative and stimulating environment.

Embracing a New Brand Leadership Paradigm

The current landscape increasingly makes it clear that a more human, intuitive, and creative approach to purpose-led brand development is essential for the survival and success of modern organizations. The challenge lies in embedding these characteristics in strategy and across team dynamics, ensuring they permeate all aspects of operations. Doing so will enhance organizational health and contribute to a more equitable and sustainable world.

Adopting humanness, interconnectivity, inclusivity, transparency, respect and harmony lays the groundwork for a future where integrity and empathy are at the core of our relationships with brands, with one another, and with ourselves. Brand leaders who embrace this paradigm move beyond traditional win-loss frameworks, ensuring both long-term business success and holistic well-being. The time to act is now, and the path forward is clear: elevate brand relationships by ushering in a new era of purpose and humanity.

Seven Guidelines for Healing-Centered Brand Leadership
Thinkers360
July 26, 2024

If it wasn’t apparent before, current events make it increasingly clear that our democracy is under stress. Without a doubt, this is a moment that demands collective reflection on the role of our political system in our society and, more specifically, its fundamental importance to the business landscape and how we develop brands (the human face of a business). We are at a critical juncture—one that calls for leadership that heals, emphasizing dialogue and constructive conversation over zero-sum, win-loss games.

 

A healthy democracy is foundational to a thriving business environment, one that adds financial value while simultaneously enriching lives, contributing positively to society and sustaining—and even regenerating—natural resources and thereby our planet. Robust political systems give the business sector confidence to invest and grow without fear of sudden regulatory shifts or social unrest. Moreover, inclusive decision-making and diverse perspectives foster creativity and innovation necessary for more holistic well-being and prosperity. In my work with brands and organizations over the years, I consistently perceive that those which internally embrace democratic principles are often the most resilient, innovative and successful.

 

Importantly, the health and integrity of any system rely on balance and congruence, on ensuring that all parts are viewed as integral and harmoniously work together. Yet, in times of crisis, it’s easy to fall into an “us versus them” mentality, casting blame rather than fostering unity. While humans are wired for tribalism, research shows we are equally wired for connection and cooperation. And history has demonstrated that both are crucial for our survival as individuals—and as a species.

 

The Importance of Healing-Centered Leadership

Today’s nearly all-encompassing focus on advancing technology—AI, productivity tool and more—has led to a loss of humanness in our interactions with one another. And while transactional relationships are efficient, they are insufficient for fostering interconnectivity and unity, two characteristics of organizations that experience long-term, holistic success.

 

Healing-centered leadership acknowledges our collective harm alongside individual trauma and focuses on repairing relationships across differences. It practices empathy over blame, compassion over complacency, and curiosity over criticism. Healing-centered leadership promotes a relational approach to leadership, cultivating deeper connection and bridging divides through vulnerability, active listening and empathy. Ultimately, it restores organizational health and a more cohesive and productive culture. When we develop environments in which every voice is heard and valued, we mirror benefits of democracy in our workplaces—thereby enhancing employee engagement and innovation, in service of simultaneously achieving sustained growth and well-being.

 

The Role of Integrity in Leadership

Integrity—or the state of being whole and undivided—is the bedrock of both democracy and business success. It involves maintaining balance and congruence within the system, ensuring that actions align with values. For leaders, integrity is all about upholding being honest and open, at heart nurturing trust. This is particularly important in times of crisis, when the temptation to cast blame and retreat into tribalism may be strong.

 

Leaders who embody integrity encourage open dialogue and the sharing of diverse perspectives, essential ingredients for innovation and growth. They engender environments in which people feel secure and valued, recognized as integral for their individuality and for the unique contribution they bring to the whole. When they uphold cultures rooted in integrity, leaders more readily build resilient organizations capable of navigating the uncertainty and change that characterizes modern society.

 

Democracy and Business: A Symbiotic Relationship

Democracy is more than a political system; it is a cornerstone for driving progress and value creation in business. It’s guiding principles—eg, inclusivity, transparency and respect—are equally as applicable to the business world:

• Inclusive decision-making processes ensure that a variety of perspectives are considered, leading to more robust and innovative solutions;
• Transparency builds trust among employees and stakeholders, fostering a more resilient organization; and,
• Respect for individuals encourages creativity and the flow of ideas that drive growth and sustainability.

 

Leaders who demonstrate democratic values in their day-to-day interactions enhance employee engagement, drive innovation and achieve more consistent growth.

 

Practical Steps for Leaders

To embody healing-centered leadership based on democratic values, leaders can take several practical steps:

1. Foster Open Dialogue: Encourage constructive conversations, actively identifying divergent perspectives and giving individual team members agency to bridge gaps. Empowered employees are more engaged and fulfilled at work.
2. Promote Inclusivity: Ensure that decision-making processes acknowledge differing stakeholder opinions, even when they can’t necessarily accommodate them. This will lead to better choices, greater interconnectedness and loyalty.
3. Practice Understanding: Honor individual employees' experiences and challenges. Empathy can bridge divides and build stronger, more cohesive teams.
4. Prioritize Integrity: Maintain transparency and consistency in actions and decisions. Uphold moral as well as ethical standards to build trust within the organization and with material stakeholders.
5. Promote Innovation: Reward creativity and new ideas alongside productivity to encourage employees to intentionally take risks. Cultivate an environment in which exploration and experimentation are valued as much as efficiency.
6. Focus on Relationship-Building: Move beyond transactional interactions to develop meaningful relationships among employees, customers, suppliers, investors and other stakeholders. A relational approach is more likely to result in shared benefits and exponential growth.
7. Champion Well-Being: Balance individual empowerment with the collective narrative, ensuring that individual employee well-being is prioritized and supported through intentional actions and metrics.

 

Cultivating a Future of Integrity and Empathy

Current events insist that we critically consider the role of democracy in our society and, consequentially, its fundamental importance to the business landscape and brand development. Without a doubt, a healthy political system is essential for both societal well-being and economic prosperity. Leaders who embody the values that underpin democracy inspire their teams, promote dialogue, improve performance and drive meaningful progress. They understand their influence extends beyond immediate outcomes to shaping a more cohesive and just society. This, in essence, is healing-centered leadership—promoting humanness and interconnectivity, and fostering environments that prioritize inclusivity, transparency, respect and harmony. By paving the way for a future where integrity and empathy are at the core of our relationships with organizations, with brands and with one another, healing-centered leaders move beyond win-loss games—ensuring both long-term business success and holistic well-being.

Purpose: From Performative Gestures to Strategic Value Creation
Thinkers360
July 03, 2024

Taking a Stand with Purpose in an Election Year: Navigating the Spectrum from Ally to Activist
Thinkers360
February 28, 2024

In December, I had the privilege of speaking at the Association of National Advertisers-Rutgers Institute for Corporate Social Innovation event, Tapping Brand Potential for Social Good, which centered on the evolving and impactful role brands play in society. Today's heightened scrutiny and the push for genuine, purpose-aligned actions make the brand's role as an active citizen in societal issues more crucial than ever. Drawing upon the insights I shared at the ANA event and my client work, I've further explored how, in the face of societal challenges, brands can responsibly and genuinely influence meaningful change....

As the 2024 US Presidential Election unfolds, I suspect the landscape for brands may fast evolve into one where taking a stand on social and political issues is simultaneously expected and scrutinized. Brand activism, while not a new phenomenon, finds itself under a magnifying glass with stakes higher than ever before. Audiences are both more attentive and more cynical, demanding alignment with corporate policies and behaviors alongside brand purpose and core values. This calls for a nuanced approach, where the question isn't whether or not to take a stand, but rather how to do so in a way that is sincere, impactful and true to a brand's essence.

The Imperative of Brand Purpose

In this context of heightened scrutiny, the clarity and genuineness of a brand's purpose can provide a blueprint for meaningful engagement and action, directly addressing people’s evolving expectations in today's choice-saturated market. Consumers and employees crave connections that extend beyond transactions, yearning to align with brands that mirror their personal values and deliver high quality products and services while also having a net positive impact. Shifting expectations are steadily transforming the paradigm for brands, making it essential to do more than simply react to external pressures, current events and the cultural calendar…. And, instead, approach adopting a position on current issues as a strategic decision. It's all about fostering differentiation, loyalty, and growth, underpinned by a purpose that resonates deeply with customers, employees, investors and the wider public.

Yet, embarking on this path is not without its challenges. The landscape is riddled with potential pitfalls, from accusations of virtue signaling to the financial implications of misaligned actions. From Gillette's "The Best Men Can Be" in 2019 to backlash faced by brands like Bud Light and Target last year, controversies stirred underscore the range of risks involved. Despite these challenges, the rewards of a purpose-driven approach—enhanced brand loyalty, talent attraction, amplified impact, influencing behavior change and financial growth—offer compelling reasons for brands to take stands while navigating these waters carefully.

Navigating the Spectrum of Brand Activism

Guided by purpose, taking a stand is a nuanced, not binary, decision reflecting a brand’s commitment to champion change. From acting as allies to becoming full-fledged activists, the spectrum for taking a stand requires brands to consider their core reason for being, the issues they are genuinely positioned to influence, their audiences’ perspectives and their appetite for risk.

Allies in Action: Supporting Causes Without Overstepping

The role of an ally in brand leadership is pivotal—it involves offering support while ensuring alignment with the brand’s purpose and not overreaching. At one end of the spectrum, the Macy’s Thanksgiving Parade exemplified allyship this past Thanksgiving. Unlike the LA Dodgers which flip-flopped in its support for diverse voices and inclusivity, Macy’s stood strong in a testament to its commitment to community values.

LEGO, a brand synonymous with creativity and development, has built its purpose around inspiring children to think creatively. Through the LEGO Foundation, the company supports children's education worldwide. This purpose naturally extends to gender equality in children, which requires a delicate balance to accommodate wide-ranging stakeholder perspectives. Yet, it's a move that, when piloted thoughtfully, aligns with their commitment to human potential.

The Fifteen Percent Pledge demonstrates how partnership can lead to impactful change. Brands like Nordstrom, Macy’s and Sephora partner with this nonprofit to reflect the 15% of the U.S. population that is Black, dedicating an equivalent percentage of shelf space to Black-owned brands. A commitment to equity that powerfully illustrates how competing brands can be allies in action, driving industry-wide and social transformation.

Advocates Amplifying Voices: Supporting Causes Aligned with Core Operations

Advocacy takes allyship a step further using a brand's reach to support causes that resonate deeply with its core business. KitchenAid, a brand built by women, stands for possibility in the kitchen. Advancing women in the culinary arts, it’s focused on challenging inequality. The documentary short, “A Woman’s Place,” showcased at the Tribeca Film Festival, highlighted emerging women chefs fighting gender inequality. KitchenAid’s partnership with the James Beard Foundation further amplifies this cause through educational tools and mentorship for women to build their culinary businesses.

Similarly, IKEA UK’s partnership with Shelter to train ‘Life at Home Experts’ from early 2023 addresses housing instability and supports those in precarious situations. The brand’s 'Real Life Roomsets' initiative reveals the reality of those living in temporary accommodations, with £1 from duvets sold donated to Shelter. Through this program IKEA reinforces its commitment to improving life at home for all.

Outdoor retailer REI has harnessed its influence to educate and mobilize its community on climate change, access to outdoor spaces, and the protection of public lands. Their advocacy has resulted in tangible policy changes, demonstrating the power of collective voice. Since 2021, more than 200,000 members of the REI community have written to elected officials urging action on climate, equity and conservation, helping secure 9 historic wins for life outside

Activists Leading the Charge: Initiating Change that Reflects Deep-Seated Brand Values

At the far end of the spectrum, brands taking up activist causes tend to take bold stances, challenging policies and advocating for a range of social issues from sustainability to human rights. Their actions, while sometimes controversial, exemplify a commitment to leading change that stretches beyond direct business operations. Here brands leverage their influence to initiate and lead change reflective of their deep-seated beliefs and values.

Ecotricity in the UK is archetypical, taking a strong stance on environmental issues, openly challenging government policies and actively developing sustainable solutions. The brand’s action go further than their green energy provision, having a significant impact on wider societal issues.

Cosmetics company Lush actively gives a voice to numerous social issues it cares about, ranging from animal rights to human rights, thereby exemplifying how brand activism can encompass a wide array of societal concerns, especially in founder-led organizations. Cognizant that behavioral change may take time, the brand often partners with grassroot non-profits and campaign groups that are centered on specific causes.

Oatly’s bold promotion of plant-based living challenges the dairy industry to disclose climate footprints, leading and provoking industry-wide accountability and transparency. This past May, the brand called Big Dairy to task with full-page ads in NYT, LA Times and WAPO, and two adjacent billboards in Times Square, Hollywood Blvd.

Guiding Principles for Purposeful Engagement

Five foundational principles will guide alignment with purpose and stakeholder expectations when taking a stand:

1. Assess Purpose Fit and Stretch. Map Your Ecosystem.

Explore your brand's ecosystem to understand its potential influence and impact across broader stakeholder and global narratives. Identify where your purpose intersects with relevant social issues, societal needs, and environmental concerns through mapping the landscape of brand touchpoints—from supply chain intricacies to customer interactions. Mapping reveals opportunities for relevant engagement, highlighting where your brand can make a meaningful difference without straying from foundational values.

2. Segment by Ideology. Read Between the Lines.

Understand the nuanced and potentially conflicting perspectives and expectations - spoken and unspoken - of customers, employees, investors and other stakeholder to identify red flags. Conduct in-depth analyses to uncover differing ideologies, paying close attention to both overt and subtle cues in communications. Craft stances that resonate with your purpose and that are important to your most material audiences, while navigating ideological divides with sensitivity and insight.

3. Develop Purpose Architecture. Craft a Dual-Brand Dialogue.

Construct a strategic framework that delineates the distinct roles your corporate and product brands play in championing social causes informed by a refined understanding of different audience perspectives and expectations. Identify issues that are resonant on a corporate level—often those that reflect employee values, culture and operating principles—while leveraging product brands to address causes linked to their value proposition and brand persona. A dual dialogue will foster a cohesive yet flexible approach to taking stands.

4. Stand Firm with Courage. Prepare to Navigate Backlash.

Embrace a steadfast commitment to your chosen stance, bolstered by a comprehensive crisis management plan that anticipates and addresses potential backlash, underscoring resilience and dedication to brand values amidst challenges. Develop strategies that encompass a spectrum of responses, from wholehearted support to critical opposition, and commit to periodic reassessment of your stance to maintain relevance and alignment with evolving societal dynamics.

5. Unify Cross-Functionally. Ensure Your House Is in Order.

Foster a culture of collaboration and alignment across all departments, from marketing and PR to HR and operations, ensuring a unified front in your brand's advocacy efforts. Before publicizing your stance, engage in comprehensive internal communication to secure buy-in and coherence across the organization. Cross-functional unity strengthens a brand's position and mitigates the potential for internal discord or public flip-flopping in the face of scrutiny.

The Marketer’s Fiduciary Role

As we distill these guiding principles into practice, the fiduciary role of marketers comes sharply into focus, bridging the gap between strategic purpose and tangible action. Experience consistently has shown me that brands can have a significant influence over the way we think and behave, imbuing brand leaders with a capacity to effect change on pressing global issues, from the climate crisis to deeply rooted systemic social challenges. And I strongly believe this power uniquely positions marketers as agents for societal transformation, entrusting them to guide public discourse towards meaningful action.

Yet, simultaneously, I know it is imperative that brand leaders navigate the delicate balance between their personal convictions and fiduciary duty to uphold a brand's values and promises…. Rather than co-opt the brands they manage with personal agendas, especially in public companies. The business risks to do otherwise are too high.

More so than ever, today’s heightened environment demands that brand leaders strategically align each decision to take a stand with purpose so that it reinforces a brand’s core identity and values while also resonating with audience expectations. This responsibility further underscores the importance of marketers supporting brands that align with their personal values and that also empower them to responsibly contribute to our evolving global narrative.

Beyond the ballot, shaping our future

As the presidential election nears, the imperative for brands to engage thoughtfully and sincerely with societal issues will likely become more pronounced. Through considering the different ways to take a stand and adhering to strategic principles, brand leaders will more readily navigate a complex socio-political landscape with integrity. Rooting engagement in purpose and being cognizant of potentially wide-ranging stakeholder perspectives will enhance brand reputation and loyalty while also contributing to a more informed, engaged, and conscientious society. With heightened expectations, the choices brands make today enhance both their narrative and society’s, underscoring the transformative power of taking a stand with purpose.

 

Shaping our Future: Themes for brand leadership in 2024
Thinkers360
January 09, 2024

2024: Five Mandates for Purposeful Leadership and Impact
Thinkers360
January 02, 2024

The Importance of Connection: Lessons for Brands from an Unplugged Journey
Thinkers360
August 23, 2023

"What do you do when you're on a train for a day of meetings in the big city and discover you don’t have your phone...?"

That's the question that I was forced to consider the other day on my journey from Connecticut’s Eastern Shoreline to New York City. And doing so shined a light on our evolving relationship with technology and the power of human kindness  - as well as reinforced the imperative for brands to take purpose-driven action.

An Unplugged Odyssey

The ground slipped from under me as the Metro-North train doors closed, and I realized I didn’t have my phone. No WiFi on the train to fire off messages to colleagues about the day's meetings. No app or ApplePay to pay for my train ride or the subway once I was in the city. No Uber to go from one place to another if I was running late. And no pay phones to use even if I could find some loose change in my bag. A momentary feeling of panic because I hadn’t planned on managing my day unplugged…

Followed by the recognition that I had little choice to do anything other than to surrender to my circumstances. And as I did so, I opened myself to recognize (in a safe and secure way) how our world is no longer set up for those who don’t have a ubiquitous smartphone and to firsthand experience lessons in contrast—between the kindness of strangers and the rigidity of rules and between human empathy and indifference.

A fellow traveler's generosity lending me his phone underpinned our shared humanity, regardless of the differences in our outward appearances and demographics. This stranger’s simple act of kindness spoke volumes about the potential for human connection, even in a world dominated by screens, polarized by ideology and struggling with indifference.

Unfortunately, not everyone mirrored this man’s compassion. A debate with a steadfast train conductor underscored how easily routines and regulations can overshadow real human limitations. And, well, one woman’s actions just are not appropriate to share here.

The Tech-Centric Paradox

Although I often reference our dependence on technology, the absence of my smartphone truly spotlighted the extent to which technology shapes our daily routines – and the things that are no longer possible to do without it. Tasks that have become almost second nature, such as paying for transportation and coordinating meeting points, suddenly were daunting without my phone in hand. It was a striking reminder of the digital divide, a gap that often goes unnoticed as we revel in technological progress.

As I sat on the train without a screen, I found myself pondering how brands play a role as architects of societal norms. What if brands embraced transformation and, also, committed to making their resultant innovations accessible to all? What if they strive to bridge the gap between the tech-savvy and the digitally marginalized? It’s no surprise that this is where brand purpose enters the stage.

Embracing Kindness and Purpose

Even more so than emphasizing the technological intricacies of our daily life, unintentionally not having my phone reinforced the significance of kindness, gratitude and making a positive impact. With monitors clamoring for our attention 24/7, genuine human connection may catch us off-guard – and feel like a rarity. And yet, as I experienced the generosity of a stranger, I truly sensed the immeasurable value such connections hold.

So, how can brands leverage their influence to foster empathy, inclusivity and purpose? How can they contribute to a world where technological advancements don't inadvertently widen the gaps between us through cultivating authentic human connection?

A Call to Action for Brands

In a landscape dominated by screens, being disconnected mirrored the broader challenges and opportunities we face – as individuals and as brand leaders. I continue to believe that we all have a responsibility to drive positive change, especially those who command influence. Brands can be agents of transformation, catalysts for bridging disparities and hallmarks for empathy – because they have the power to sway how we think and how we behave.

By prioritizing inclusivity and accessibility, brands can reshape our cultural narrative. They can use their power to ensure that no one is left behind. It's a path that aligns with the ethos of social responsibility and good citizenship and one that empowers brands to be forces for good.

While technology connects us virtually, it's our actions, our empathy and our relationships that truly interconnect us. And I’m encouraged by the possibilities that lie ahead. Brands, with their immense reach and influence, can place themselves at the forefront of change…. So let's use this opportunity to champion kindness, embrace the broader intention of purpose and pave a way for a future where technology and humanity harmoniously coexist.

Brand Leaders: Choose transparency over greenhushing
Thinkers360
January 13, 2023

Is greenhushing – or brands intentionally taking steps to stay quiet about their climate strategies, programs and initiatives – gaining traction as business leaders’ concerns about greenwashing heighten?

As people progressively call on the business sector to take greater action on climate change and social issues, brands increasingly are marketing and communicating their sustainability efforts. And as our depth of knowledge and understanding about sustainability enhances our understanding of what is and is not greenwashing, the bar for efficacy rises and escalates scrutiny of claims. And so it’s no surprise greenhushing is becoming a thing.

A challenge to remain relevant

Many brand leaders, entrepreneurs, and marketers I speak with admittedly feel wobbly as they’re finding their pathway and adjusting their orientation to demands for greater action. They’re concerned about how to stay relevant with the rules of the game changing before they can master them. They consider new ways to stay in the vanguard, maintain the loyalty and passion of their current fans, and simultaneously cultivate new ones. Other clients and colleagues I meet opt for a more comfortable route, centering corporate communications on sustainability goals and ambitions (perhaps taking their lead from governments) rather than on committing to tangible plans for the year, outcomes and impact. Alongside this, some brand/product managers continue to mistakenly (and even naively) consider things from vertical perspectives – in isolation – rather than take on a wider systems perspective in their sustainable product development and innovation. (Think recycled plastic and plastic waste, as a ready example.)

And others still are having an ever harder time adapting. Still hoping to return to the former status quo, they feel manic as they react to events in one-offs, rushing around chasing dozens of initiatives. Using trial and error, rather than taking a moment to pause and step back, they are managing —barely—to stand afloat in our overly turbulent world. They, too, are chasing relevance. They know things have changed, but many of their efforts to adjust to the overlapping environmental, social and political crises are yielding piecemeal results. Among many false starts, they find pockets of great success whether with new products, marketing initiatives, cool apps and videos, and the like. Yet frustratingly the “parts” are not adding up to greater than the whole as they hope.

The only way is forward

While some brand leaders may view silence about sustainability initiatives as the safe bet in terms of reputation management and risk management, it’s not necessarily good governance or even the smartest marketing and communications strategy. Coca Cola, Disney and Delta have all learned this lesson the hard way. People’s expectations of brands – and for the business sector overall – have shifted. And there’s no going back. Only forward.

Transparency cultivates trust

Transparency into how brands are responding to the challenges we face and to how organizational leaders are mitigating existential risks are important for consumers, employees and investors alike…. Whether it’s choosing a product to buy, an employer to work for or a company to invest in, knowing the actions a brand is taking guides everyone to make better decisions and increases demand for brands across sectors to responsibly consider all stakeholders – including the environment and society – on the pathway to living purpose and creating a better future for everyone. Transparency is essential to cultivating trust, and trust is essential for long-term success as traditional models for business are disrupted by necessity.

Brands catalyze attitudinal and behavioral change

As 2023 progresses, the list of environmental and social issues companies will need to address likely will grow longer – more complex and more interconnected. And as brand leaders focus on strengthening resiliency, marketing and communications professionals have an extraordinary opportunity to do good through product innovation, enhancing the customer experience and, yes, communications and campaigns that inform and educate. The possibilities to amplify impact will continue to expand as marcomms broadens its perspective and considers relationships/interdependencies and feedback loops, actors and trends across the wider social and environmental systems in which they interact.

Brands have the opportunity – and responsibility – to catalyze attitudinal and behavior change. After all, brands have the power to transform organizations and social norms. Because they have the influence to change the way we think and act.