As consumers become more keenly aware of what authentic effort, ethos, or empathy looks like from brands, they’re more intentional about buying in or opting out of those that do not align with their values. Across retail, businesses are reexamining their messaging, practices and offerings to meet the needs of consumers and employees alike. By prioritizing honesty in communications, sustainability in operations, and converting words into action, innovative businesses are building trust, creating connections and providing meaningful support in an era characterized by purpose.
In this paper, discover how leading retailers and brands are innovating with purpose to build a resilient brand that will resonate. Learn how intrinsic motivation to prioritize social, cultural, and environmental responsibility enables businesses to not only navigate important cultural shifts, but also lead the way with empathy and responsibility, and understand how profit and purpose can be intertwined to drive purpose-led growth.
Published December 2020
The foundation of all customer/brand relationships has always been built on trust. With trust at an all-time low, brands have to work harder than ever to bring more confidence, transparency, and certainty to the marketplace and demonstrate to customers that their trust is reciprocated.Community Platforms
Brands are building stronger communities by establishing digital and physical platforms and activations that help foster the relationship among customers and encourage participation, empowering consumers to co-create the rules and even inviting them into the R&D process. It includes hosting programmed events to build confidence in a purchase or product use in an engaging manner. It also includes peer-to-peer platforms where consumers can interact and exchange with each other.Impact Platfroms
Demonstrating shared values with their customers by investing in the social impact and environmental initiatives and offering customers a way to directly influence which initiatives the brand supports.