Trends in 2018: Brand Populism
Two recent research papers suggest that companies need to address social welfare as a matter of business practice, not just good works or marketing strategy.
BCG’s Total Societal Impact details the ways companies are being pushed to take responsibility for issues that affect their stakeholders, but aren’t a direct outcome of their product or service offerings. Environment, health, gender and political freedom are some of the key areas in which buyers want to see action from sellers, in ways that go beyond philanthropy or marketing tie-ins.
