Brand activism is vital for businesses seeking real impact.
Brand activism.
By addressing social and environmental issues, companies demonstrate their dedication to positive change, which helps them earn trust and loyalty from customers and communities.
These types of ‘activist’ brands are increasingly preferred by a diverse range of employees, customers, and investors who are looking for companies that align with their values and demonstrate a commitment to making a positive impact in the world.
Social, economic and ecological activism.
Business is shifting away from just serving shareholders to focusing on all stakeholders. This leads us to question whether we are experiencing a real change in how businesses operate. The traditional profit-driven model seems to be changing, as more emphasis is placed on the well-being of individuals and communities. It feels like a new approach to business is needed to tackle the complex issues of our time.
For example, wealth is unevenly distributed, with a small number of people holding most of it while many still face hunger and poverty. More people are suffering from the effects of overconsumption and unhealthy habits, leading to serious health issues. Our oceans are filling up with plastic, global temperatures are rising rapidly, and incidents of racism and discrimination are becoming more prevalent. The fossil fuel industry continues to harm our planet, is driven by profits that often hold back real progress.
Values like freedom, diversity, inclusion, and equal opportunity won't grow on their own; they need deliberate effort and dedication. These are just a few urgent issues that require our prompt action.
Happiness and health for everybody.
The United Nations aims to significantly enhance everyone's overall happiness and health through the implementation of 17 Sustainable Development Goals. These carefully crafted goals provide a variety of practical and actionable ways for organizations to contribute positively and help address major global challenges that affect communities worldwide.
Branding Beyond Purpose.
A purpose that is not genuinely implemented in primary business processes, but instead serves only as superficial "greenwashing," is not credible and ultimately proves to be ineffective in achieving real impact. In today's transparent world, people can quickly see through such disingenuous efforts. What must be ensured is that a company's purpose extends far beyond just being an element of an advertising campaign. Through a collaborative and co-creative process, in which the 17 Sustainable Development Goals of the United Nations can be effectively utilized as a comprehensive framework, a meaningful purpose is thoughtfully formulated and brought to life. And that’s precisely where authentic purpose development truly begins and flourishes.
People making a difference.
The overarching vision of the organizational strategy, as it is lived out and embraced by the leadership team, should be thoughtfully aligned with the dreams and expectations of employees, customers, and investors alike. This alignment creates a sense of shared purpose and fosters collaboration, ensuring that everyone involved feels valued and engaged in the development process. As a result, the collective involvement of all stakeholders greatly increases the likelihood of achieving success and reaching meaningful goals together.