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Others acknowledge the scale of the challenges companies face. “We need our leaders to care. And I think it’s really hard,\u201d says Melody, a 24-year-old from New York City. \u201cCapitalism and social good conflict a lot. One thing I learned is many of our leaders have crippling climate anxiety. They don’t feel like they’re sustainability experts. They don’t know what to do, so they’re just going to do nothing, because it’s a huge PR risk to do the wrong thing these days.” <\/p>\n\n\n\n
Nevertheless, many brands are proactively tackling these critical issues, leveraging their reach and resources to take on problems like climate change, racial justice, health equity, and mental health\u2014all issues that BBMG and GlobeScan\u2019s interviews and survey identified as particularly critical to young people under age 30. <\/p>\n\n\n\n
\u201cI think we have to embrace our interdependence and recognize that the individual is actually not the fundamental unit of life, that nothing exists apart from community,\u201d Dave Rapaport, Global Social Mission Officer at Ben & Jerry\u2019s, shares in the report.<\/p>\n\n\n\n
Five paradigm shifts<\/h2>\n\n\n\n
\u201cLeading Regenerative Brands\u201d<\/em> is part manifesto for why it\u2019s imperative to build a purpose-driven company, and part handbook for how to do it. <\/strong>It shares a vision for regenerative leadership inspired by extensive interviews and a global survey of over 30,000 people in 30 international markets. It outlines five shifting paradigms that brands must navigate in order to thrive through this time of change.<\/p>\n\n\n\n \u201cWe\u2019re experiencing new social and environmental conditions on a daily basis, and we believe brands can respond with a human-centered ethos\u2014a spirit of care, of learning together, of building connection, of honoring our mental and physical health, and co-creating responses so that we can find our way to richness, meaning and rejuvenation,\u201d says Raphael Bemporad, BBMG\u2019s Founding Partner.<\/p>\n\n\n\n BBMG is a brand and social impact consultancy dedicated to working with leaders who won\u2019t wait on the things that can\u2019t wait. With a team of strategic creatives and creative strategists, culture experts, and design thinkers, we build Regenerative Brands that are aware, additive, and alive to transform the world we\u2019re in and create the future we want. BBMG is a Certified B Corporation with teams in Brooklyn and San Francisco.<\/em><\/p>\n\n\n\n
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