How many global consumers buy with their values, and what new tools do they have to help them do so? TL;DR: More than you realize. The move toward a mission-based economy isn’t a growing trend. It’s the new reality.
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Business as usual is dead.
Many once held as industry innovators and lions in their arenas are now falling like dominos, and their dismissals are finally shifting the terrain of acceptable business conduct between women and men. Prominent media figure Mark Halperin is the most recent to lose not only his latest book deal from Time but also a lucrative series with HBO based on his political writings. Laurene Powell Jobs’ Emerson Collective just cut ties with another prominent male based on news that surfaced about prior allegations of sexual misconduct. Amazon Studios’ Roy Price just had to resign under the same allegations. And the list will only continue to grow after the wide-spread news of film executive Harvey Weinstein’s decades long sexual harassment of countless women.
Read MoreToday, even the most casual conversations now contain a deep infusion of socio-political perspective and, often times, heated passion. People previously uninterested politics and social issues are now reading POLITICO and The Hill right alongside their favorite business, beauty and sports publications. This information flow is then wildly accelerated by the digital echo-chambers of various tech platforms that then absorbs the collective thought, mashes it up, promotes it, deconstructs it, and creates a veritable never-ending cycle of exchange between a variety of new and effervescent subcultures and voices on the current state of the United States. Diversity. Immigration. Sexual harassment. Racism. Climate Change. No one is safe, and anyone or thing can become the day’s hottest digital target in a flash.
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In so-called “normal” years, many companies use the Super Bowl to create a halo effect around their brands, taking advantage of the massive audience to talk about our common values. (See: Proctor & Gamble’s #LikeAGirl, among other recent examples.)
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