Times are changing. If you’re still open to optimism despite what’s going on in the corridors of power, you know we’re changing for the better. A new consciousness is rising and business (particularly led by women) play a huge part in our contemporary social environment.
As a marketing and brand professional, I look back to industry practices of the 90s and early 2000s and feel relieved and optimistic about how far we have evolved.
The new consciousness we see rising brings through a new economy for the 21st century, one that is shaped by a much more conscious generation of businesses and consumers. Generally speaking, we’ve never cared more deeply about the values we are endorsing with each purchase.
We want to know where our foods and goods come from; how human and/or natural resources are being managed in manufacturing processes; we demand transparency and responsibility from banks and big corporations... So business has started to respond.
In contemporary meaningful marketing veils begin to dissolve and values-based resonance is the only attribute that will keep brands alive for the next generations.
I love that I can be a part of it, helping heart-centred business find their tone within the transition. As entrepreneurs, we’ve moved away from persuasion and convincing, and we’ve embodied marketing that is about alignment and resonance.
But it’s important to remember that this shift is a reflection of privilege. We still have a long way to go before conscious business becomes the norm globally.
The work we have ahead of us is about bridging business and social change, to ensure this evolution is inclusive for all, and not just a privileged few.