With interconnected crises and political polarization on the horizon, the future of purpose is at a crossroads. Here’s how brands can make a difference and a profit in a world of competing issues and conflicting motivations.

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  • Matt Carmichael What the Future editor and head of the Ipsos Trends & Foresight Lab
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The saying goes: If you’re not part of the solution, you’re part of the problem. For brands, being part of the solution has long been a tool for boosting reputation — and in an age of global challenges, they have a unique opportunity to make a difference on global issues, from equality to sustainability. But solving those problems is easier said than done. In a future defined by multiple crises and political polarization, how will brands balance reputation, responsibility, and ROI? 

What the Future: Purpose delves into what the future of corporate purpose and ESG mean for a wide range of brands, from beverages and entertainment to luxury and wellness, and how evolving notions of purpose will impact stakeholders and citizens alike.

For more foresight content, subscribe to the What the Future newsletter for new topics each month — and be sure to register for the Apr. 4 What the Future: Purpose companion webinar as we guide you through the latest data, interviews and strategic insights. For now, read on as experts from Diageo, Tapestry, and the University of Arizona consider what localizing global scale, social change, technological advances, and political backlash will mean for the future of purpose.

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The author(s)
  • Matt Carmichael What the Future editor and head of the Ipsos Trends & Foresight Lab