In my last post, we discussed how the current environment is ripe for mission-driven brands to make major gains in income, influence, and impact this year. If you have or want to have a mission-driven brand, here are four trends for you to pay attention to.
1. Mission-driven brands can reverse cynicism.
Perhaps it’s no surprise that surveyed Americans lack confidence in trusting many American institutions. According to this 2016 Gallup poll, 18% of surveyed Americans have confidence in big business – the same percentage 10 years earlier. Confidence in newspapers dropped 11% points in 10 years, and confidence in organized religion dropped from 52% to 41% in 10 years. (more…)