current
Localized Impact: Action Over Words
Brands are moving beyond purpose-driven campaigns to impact-driven initiatives that deliver tangible, sustainable solutions for local communities.
Themes
Timeframe
long-term
Detailed Analysis
This trend emphasizes action over words, with brands working as co-partners with local communities to address specific problems. This approach builds credibility and consumer trust by demonstrating a genuine commitment to making a difference. Dulux's Yellow Canteen initiative, for example, transformed school canteens in Indonesia by painting them yellow to repel flies, resulting in a healthier dining environment and winning a Yellow Pencil in Spatial Design. This demonstrates how simple, localized solutions can have a significant impact.
Context Signals
68% of people surveyed buy from local shops (Nexi/Nets Ecommerce Report Europe 2022).
Unilever CEO Hein Schumacher announced a shift away from 'force-fitting' purpose to all brands.
7 in 10 people hold tech companies responsible for educating people on using their software (Ipsos).
Growing consumer demand for brands to take meaningful action.
Edge
Brands will increasingly focus on measurable impact and data-driven results for their social initiatives.
Expect a rise in collaborative partnerships between brands, NGOs, and local communities.
Blockchain technology will enable greater transparency and accountability for impact-driven projects.
