How human brands win

Consumer expectations for brands are shifting with record speed. Purpose has joined profit as the hallmark of many of the world’s most admired companies, from Airbnb to Adidas.
As an industry, we’re celebrating this purpose imperative along with the brands who are taking a stand around society’s most pressing issues. Rightfully so. Yet, I’d argue that brands must also acknowledge consumer demand for something even more fundamental: brand humanity.
Consumers demand humanit