Great to read this and really does help to keep things in perspective.
The potential of business to change the world propelled by the power of the people all made possible by social media as a force for good.
Sharing because I believe a few minutes spent reading the full article not just the snippet below and you'll be feeling Happy Friday Vibes.
“If you go back 10 years, people were just interested in 'stuff' – which is a gross simplification, but a defining factor,” Howard said. “Now, people are more defined by experience and by purpose, meaning that peoples’ relationships with brands have fundamentally changed. People will look to each other and to their communities to validate the brands, and brands are aware that nobody owns the customer.” Howard noted that the trend towards purpose-led business was driven by digitisation, making sustainability information publicly, enabling consumers to hold companies to account in new ways. “Nobody owns the customer – you have a constantly-earned relationship with the customer in today’s world which is fundamentally different than 10 years ago,” he added. “Reputations are hard-won and hard-earned based on the real experience of society, and they’re gone like that if you’re not careful.”
unknownx500
