CHAPTER 2
BALANCING SOCIAL AND FINANCIAL VALUES
The New Brand and Business Equation
People are frustrated. They want the world to work better, and they have a crazy and exciting idea that companies can help solve many of our problems where governments can’t. Why? According to my company’s research with Millennials, Gen Xers, and Baby Boomers since 2011, it’s because brands unite and inspire us. They are more in tune with our daily lives and values than branches of government are. And, unlike politicians, brands face no opposing force. Indeed, the Edelman Trust Barometer 2016, an annual global survey in its sixteenth year, strongly confirmed that business was more trusted than government. The study found that:
80 percent of the general public ...
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