“Today's consumers are eager to become loyal fans of companies that respect purposeful capitalism. They are not opposed to companies making a profit indeed, they may even be investors in these companies - but at the core, they want more empathic, enlightened corporations that seek a balance between profit and purpose.”
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Business practices and how we treat the planet are also in desperate need of re-humanization.
Brands must have a point of view on that purposeful engagement, whether it's directed towards the environment, poverty, water as a resource or causes such as breast cancer or education. Merely declaring your commitment to a category or cause will not be enough the distinguish your brand sufficiently to see a return on these well-intended efforts.
When people align around shared political, social, economic or environmental values, and take collective action, thinking and behavior that compromises the lives of millions of people around the world can truly change.
The new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.