ABSTRACT
Brands are critical contenders in the fight for social justice because they have the most powerful weapon of all—their consumers. It is important to also remember that corporations are made of people, who themselves are consumers, and they play an important role in this journey. The world needs more companies that commit to being a force for good, pulling out their swords to actively address social challenges rather than merely putting up their shields to defend themselves. Companies that simply avoid doing evil—creating less waste and less plastic, for example—will not retain consumers’ loyalty in the long run. Brands cannot do everything—but they can kick-start a “purpose revolution” challenging governments, multilateral organisations and civil society to keep them at the table for good. Transparency and honesty will also become the norm as consumers expect more from the companies and brands they choose, and will love the ones that align with their personal values.
