The past 12 months has seen a consumer and marketplace that have been radically altered by mental and physical health crises, racial injustice, economic disparity and supply chain disruption to name a few. In light of these changes, the traditional rulebook for engaging audiences must be reimagined. This starts with understanding what is most important to your consumer. Beyond marketing campaigns and the standard approach to CSR, brands must seize the opportunity to support and grow the communities of which they are a vital part. By listening to the needs of their consumers, prioritizing honest communications and taking meaningful actions, brands can build trust and foster loyalty now and in the future.
In this report created in partnership with Toluna, learn how new consumer expectations are driving brands to pursue a purpose-led agenda and increasingly adopt a people before profit mindset. Explore the trends defining progressive innovation and discover how successful brands are taking part.
Published April, 2021