Youth are looking for brands to leverage their reach and resources to take leadership on these issues, while brands are looking to youth to help shed light on the pathways to do so authentically and with meaning and impact. Racial justice, climate action, equity and healthcare access emerged as top of mind for the rising generation of people under 30. Respondents also shared more personal experiences with the impacts of global issues than ever before, a growing impatience with incremental change and more willingness to change their lifestyles and behaviors to meet the new challenges we face. We explore the issues that matter most right now, their visions for the future, and how brands and business might play a role in helping us regenerate our world. In a new report by BBMG and GlobeScan, Leading Regenerative Brands: Five Paradigm Shifts to Thrive in a World in Flux, we share a vision for regenerative leadership inspired by a global survey of over 30,000 people in 30 international markets, extensive in-depth interviews with brand leaders, issue experts, elders and youth activists who pay deep attention to the changes underway and the tipping points that may already have been breached.
As we emerge from the pandemic and navigate the compounding impacts of climate change, racial injustice, economic inequality, societal divisions, violence and war, brand leaders are facing profound paradigm shifts in dynamics of power, space, time, leadership, and relationships that create new challenges – and opportunities – for business leadership and impact.
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