Is the juice worth the squeeze?
Hint: the answer is a fresh-pressed heck yes.
A majority of people are ready for structural change rather than a return to the status quo. 8 in 10 believe that companies are responsible in creating solutions to our structural problems.
As a brand leader, you have an exciting opportunity to rewrite the rules of your business to imagine a radically better future for those you serve while building a bridge to sustain your business through this pivotal time. Your brand has something unique to contribute. That is your juice.
Amidst urgent calls from scientists, experts and activists, issues surrounding climate, equity and the sustainability of way of life have become dominant points of focus across the globe, affecting everything from politics to culture to employee recruitment and retention.
So it's no surprise that people are thinking more about how to make a positive impact through their personal actions, including the businesses they support and the products and services they use. Earning brand loyalty now demands that we fulfill specific needs across digital, mobile and IRL social environments in an authentic-as-possible way while injecting purpose in the form of tangible contributions towards building a better world.
I get it - this can be a daunting idea. With so much shifting, it can feel like a squeeze to even find the right way forward that balances profit and impact, all while cultivating relationships with customers who can champion your cause. The good news? Your consumers will back you up on this leap to becoming truly aligned for impact. Gen Z and Millennials expect brands to speak up, to act, and to educate. The magnitude and influence of your brand far outweighs most individuals. As a result, they believe that you have the ability to tip the scale of justice in a way they can back with their spending and support.
Where do I start?
The space between the squeeze and the juice can feel hard at first, but will be rewarding in time. For most brands, I recommend starting with Brand Impact Strategy Mapping as a first step to build upon. Together, we’ll take the time to map how your business is situated within larger whole systems. Then, we will identify and work to embrace the topics we know we can create impactful change on (these are often our passion projects anyway!). We will envision, concept and build a bridge of meaning to create a better future. You just need 3 things to start the conversation:
A posture of learning (and unlearning).
A comfort with discomfort. Remember, not knowing is the gift!
Your organizational allies. Bring your leadership team, your colleagues and your constituents along for the journey. They posses valuable insight and they’ll help make sure you stay connected to your past and your present as you look toward the future.