Fresh
thinking from
the front lines.

By Allyssa Kennedy
Account Director, Purpose + Sustainability

In 2020, lines between the personal and professional blurred more than ever — not only in how people adjusted their daily routines, but additionally, in the growing realization that what we do at work can impact environmental and societal issues. More and more employees today desire to align their personal values with those of their employers. 

Modern brands are taking both notice and action to reap the benefits of what happens with they align internal values, beliefs and behaviors with how it wants to make a positive impact in the world through sustainability commitments. It’s what we call Brand Culture, the strongest of which are led by purpose from the top down.

It’s not easy to operationalize, but it is a critical strategy to help brands reach their goals and realize a more engaged, loyal workforce. 

Read more about the five steps brands need to take to win both inside and out . . . in a time when there is no longer a solid divide between personal and professional lives.