Historically, citizens have looked to government to solve big, societal challenges. Today, that burden of responsibility is shifting to corporate leaders, says Fenton’s Devi Thomas in her thoughtful post on Triple Pundit.
While relatively new as a global citizen, the socially-responsible, purpose-driven, for-profit brand has been recently asked to take on a newer and more complicated role. In the absence of political leadership that will solve some of the world’s heftiest problems – from climate change to energy poverty to under-five nutrition to women’s reproductive rights – the brand must fill a new role as a global problem-solver.
When REI tells us to go outside on Black Friday and Walgreens matches a product purchase to a gift toward life-saving medicine with Get a Shot, Give a Shot, we are letting our brands reflect our values and create meaningful social change. The values that were once only associated with political parties, nonprofits and churches are now espoused by trusted brands.
