The Bravery Mandate: Make It Real /

In a world of constant change and mounting demands, brands face a tough balancing act. People want brands to remedy large-scale societal problems, but they also expect them to deliver practical solutions to the problems affecting their everyday lives. What’s more, they’re increasingly skeptical that brands are producing results.

For purpose-driven companies, it’s a lot to navigate. That’s where WE Communications’ Brands in Motion global reports come in. Now in its sixth year, with more than 100,000 people surveyed, Brands in Motion partners with YouGov to find the pulse of consumer and B2B sentiment and provide brands with the data-driven insights to help them navigate our ever-shifting business and cultural climate.

The latest Brands in Motion report, The Bravery Mandate: Make It Real, delivers a strong message that all values-led brands must heed: Show us your proof. The report found that only half of companies that have made purpose commitments are seen as delivering on those commitments. The days of empty pledges and promises are over. Now is the time for brands to deliver on their purpose commitments – to make it happen, make it matter, make it real. The latest Brands in Motion report provides a roadmap that shows brands how to prove that their purpose commitments are real, and their actions will have lasting impact.

When WE asked consumers what makes them skeptical that brands are delivering on their values-led commitments, the No. 1 response was ‘lack of data.’ Gone are the days when companies could prove their commitments to purpose with bold pledges that don’t come due for decades. People want to know what you’re doing this year, this month, this week. A full 74% of respondents want brands to be transparent when informing the public about their actions in response to current and emerging issues in society.

Brands have an important opportunity to share their purpose journeys with consumers. They can provide regular updates, clear metrics, quantifiable results. They can also build those relationships by being frank about their setbacks as well as their success stories. Such honesty will demonstrate to consumers that they are committed to doing the work rather than burnishing their reputations.

Brands are walking a tightrope. People expect them to deliver on big-picture societal issues like climate change and racial justice – from 2019 to 2021, the number of people expecting brands to create stability in uncertain times rose 30%, and that number remained steady in 2022.

At the same time, people want brands to do more to deliver concrete solutions that will help them in their daily lives – at the supermarket, the gas pump, the doctor’s office. Cost of living is the No. 1 area where brands must accelerate their efforts on behalf of both customers and employees, our survey respondents say. Bottom line: Brands must do both – at the proper scale. The Brands in Motion research reveals that the optimal balance is 41% ambitious to 59% practical goals.

The news cycle will continue to churn, and hot-button headlines are here to stay. Many leaders are confused about when to speak out and when to stay silent. The good news: People don’t expect brands to weigh in on every issue. About 70% of respondents want companies to focus their multiyear investments on a single cause, rather than support a different issue every year.

People also prefer to see brands focus their efforts on their sphere of influence – the places where they can deliver measurable and lasting results. That starts with employees – the most important stakeholders for any brand.

The Brands in Motion report finds that the top three places for brands to sustain investments in the face of economic constraints are employee well-being, income and employment opportunities, access to health care.

As companies work to create solutions and share progress, they must ensure not to leave anyone behind. Environmental, social and governance (ESG) initiatives must hit the right balance between demonstrating clear metrics and revealing the human impact of their work. As discussed, hard numbers are important, but it’s equally important to not get lost behind the math. Brands need to show how those numbers will help people—especially the world’s most vulnerable people.

This presents a rich opportunity to create stories and content that share good news at a time when people are very hungry for hope and optimism. That’s the power of communications – it enables us to stay connected and grounded in a world that’s always in motion.

For more insights on navigating our ever changing world, download the full report here.