It’s no longer enough for brands to deliver quality products and services—today’s organizations must be authentically mission-driven. About 2 in 3 global consumers would switch brands or boycott an organization depending on the stance they take on controversial issues, according to McKinsey. And younger generations are more socially conscious than ever. Generation Z now comprises the largest global demographic, accounting for about 40% of consumers worldwide. And a stunning 9 in 10 Gen-Zers say that companies have a responsibility to address social and environmental issues.
But how can brands adopt and communicate corporate-responsibility programs without greenwashing or falling short of consumer expectations? And what is the role of brands in the fight for racial justice, LGBTQ+ rights, environmental solutions, and other important causes? Collin Wood, VP of brand strategy at Kelton Global, discusses how brands and businesses can better meet people’s rising expectations in more authentic ways.
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Collin Wood is VP of brand strategy at Material. In his career as a brand strategy leader, Collin has had the opportunity to run a range of bespoke projects, from building out innovation pipelines, to product and brand MVP work, to running research and strategy initiatives that help organizations see themselves and their customers in a new light. He’s worked with organizations such as Plum Organics, Electronic Arts, Optimizely, Pepsi, Plenty, and Primer.ai, to name a small handful.
Ben Gaddis is an author, speaker, innovation specialist, and futurist who believes irrationality will save us all. As CEO of T3 and Senior Partner at Material, Ben sets the vision to help clients build brands through a combination of intensive collaboration, rapid prototyping, and making cool stuff happen.
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