Meaningful business: shift from ‘why’ to ‘how to get started tomorrow’

Since 2010, we are committed to creating positive impact for your brand and business. Innovative companies started to develop impact strategies. Soon after, the first companies followed. Now – and after our keynote at yesterday’s event “Changemakers in Retail” – we clearly see that we are entering the early majority phase in ‘Positive Impact Creation’. A phase in which brands appear to be ready for action…

Over the last years we focussed on convincing people about the urgency of meaningful businesses. Now this sense of urgency has come to life, we notice that it’s all about ‘how to get started tomorrow’, indicating that we enter a new era. The focus of the discussion is no longer on why to build a sustainable and meaningful brand, but how to get started. This shift from ‘why’ to ‘how’ gets more clear and that is what fueled yesterday’s discussion. During the event, we shared our vision on how you can identify what you truly value as a brand, how to create a solid plan around it and get it off the ground. We are proud to notice that you share this belief with us and show that you’re ready to enter this era, fully convinced of the possibilities that lay here.

The focus is no longer on why to build a meaningful brand, but how to get started tomorrow

The most interesting insight from the event was that brands are appreciated much higher, when operating in a meaningful way. Even when consumers cannot identify the specific meaningful actions a company undertakes, meaningful businesses are still perceived as more reliable and therefore outperform their less meaningful competitors.

We wish you all the best regarding your next steps and remember: start small, focus and enjoy the journey towards positive impact creation!