Brands of the future will stand for something…
Something greater, larger, and more meaningful than a list of values or a unique approach to their product or service…
…or they won’t exist.
When I talk about how we’re actively reaching and passing tipping points that will fundamentally change our world and our bodies of work, I don’t just mean ecologically.
That’s happening, and it’s significant.
But what I’m talking about today are social and cultural trends.
Businesses often think they’re competing on features, price, convenience, or innovation, but in reality, they’re competing on values alignment and cultural resonance. A brand seen as tone-deaf, exclusionary, or wasteful can be sidelined overnight.
Just look at Target, once beloved by shoppers of all kinds. According to a recent article in Forbes this August, Target’s value is now at $45 billion, down from $129 billion, due to rolling back DEI initiatives in compliance with the current administration. Millions boycotted them immediately, and the impact is undeniable.
In contrast, when sustainability became a baseline expectation, Patagonia thrived by weaving it into its identity, setting itself apart from the many fast-fashion brands that now scramble to prove their ethics. In 2023, it was named the most reputable brand in the United States, all because in 2018, they rewrote their purpose to be more explicit: “We’re in business to save our home planet.” But the thing is, they didn’t just rewrite it; they successfully embodied it.
The key takeaway from these examples?
You don’t just sell a product or deliver a service; you directly participate in cultural narratives.
This is precisely why we can’t talk about creating forward compatibility or “future proofing” without a systems thinking lens, including the many social undercurrents shaping what people care about and how they buy. All of which are inherently political.
Which is to say that:
If you’re ignoring what’s happening in the world because “business should be separate from politics,” you’re missing the mark.
We’re living in a time where people want to know:
🤔 Do you believe that all embodiments of your ideal client, in all countries and locations around the world, should have equal access to the “success” and outcomes that you promise?
🤔 Do you care whether the companies you partner with (software, service providers, and manufacturers) exploit the lands and People of the Global Majority, causing harm to those different than you?
🤔 Do you support people, parties, and systems that don’t believe certain people should have equal access to care and resources? That certain people shouldn’t have the right to thrive, even live?
Because, #sorrynotsorry, it matters. And it will only matter more and more as we continue down the paths we’re collectively walking.
You can brush me off if you want, but it’s not going away.
It’s only becoming more crucial and necessary. And not in the “pinkwashing,” “greenwashing,” or “social washing” kind of ways (so that you can “position yourself” correctly to make more money), but in the “genuinely embodying your values” way.
And thank goodness for that, because business and marketing have spent far too many decades doing the opposite of caring about people and planet. As we all live through the consequences of that lack of concern, more people are waking up and holding businesses and marketing to increasingly higher standards.
Will you align with those higher standards—truly and completely—or will you continue to brush this off, hoping it’s another “social movement” that you can ignore?
If you’re still reading, thank you for being here.
I have no doubts this article will up our unfollow rate this week. But that’s okay because I can’t talk to you about forward compatibility without emphasizing the importance of taking a stand for something meaningful in your work, which is inherently political.
After all, politics are the basis of social and cultural trends.
They’re also the basis of GOOD thought leadership.
Because most business conversations are narrow by nature.
And most bodies of work uphold the very systems of harm they claim to be helping their clients and customers thrive within. Which is why I’m still inviting you to join us in…
This in-depth workshop invites you to think beyond the current trend cycle, low-to-no-traction marketing practices, and narrow conversations within your industry and the online business world.
When you sign up as a Founding Member before November 1st, you’ll save $100.
I hope you’ll join us.
We welcome any mission- and purpose-driven individual seeking greater discoverability around a topic that matters to their heart. People who want to make a difference in the world and who are addressing social and systemic issues in their own unique way.
