The stories we tell hold power.
Let’s make them work for a better future for everyone.

Featured work sample:
“Our stories are windows and mirrors” is a docu-style storytelling project that focused on capturing important perspectives from the Wellington community about diversity, equity and inclusion at a critical moment in time for the community at The Wellington School.

The big idea:
GlobeScan asked 27,000 people globally to share their experiences of the moment we’re in and their desires for the future. One of the most impactful findings from this work was that 60 percent of people under age 30 say that in building the post-pandemic recovery, the priority should be on “restructuring our economy so it deals better with challenges like inequality and climate change” — rather than just “getting our economy back to normal as soon as possible,” compared to 53 percent of respondents over age 30. The next generation is ready for structural change, and racial justice is a key element of that.

This moment in history presents an important opportunity for organizations, businesses and brands. Today, brands have an opportunity rethink how to serve those they impact beyond the product or service they provide. With a new level of clarity, brands are examining how their products, processes, experiences and narratives are impacting people from diverse communities and backgrounds.

The opportunity:
The GlobeScan study reinforced that young people are looking for bold leadership from brands to meet the challenges facing humanity. This generation will support brands — or reject them — based on whether and how they take action. Nearly a third of people under 30 strongly believe that companies and brands are a critical piece of the solve. To that end, 44% of respondents signaled that they support companies and brands whose purpose is to make a positive difference in society through their products, services and operations.

This is an exciting time to be a brand that centers their business on being a part of the collective solution that addresses the needs of society. Leaders who shift toward this perspective and align their regenerative decision making with positive-sum thinking will increasingly out-pace and out-perform for all of the right reasons.