As political institutions falter, consumers can turn to purpose-driven brands to change the world
In today’s world, it’s easy to feel disillusioned with global affairs. Issues like Covid-19, climate change and international conflict make a nonsense of national boundaries. Rising inequality and political instability contribute to a growing sense of nihilism in society, leaving many to question whether meaningful change is still possible.
However, these same global challenges present a unique opportunity to restructure our societal frameworks and create a new kind of democracy – one where brands can take the lead as agents of positive, sustainable change. For centuries, power resided in the hands of religious institutions, monarchs and states. But these institutions have repeatedly failed to deliver a just and equitable world. Poor governance, corruption and political gridlock have undermined faith in their ability to manage pressing global problems.
The systemic issues left unresolved by our current global democratic frameworks means populations’ needs go unmet. The result has been a loss of public trust, driven by the growing misalignment between institutional priorities and citizens’ values. We have no democratic lever to vote for who we want to manage aspects of our lives on a global scale. The only democratic expression we have is how we spend our money – which means that brands can be the pathway for a new global democracy, operating beyond national borders with a dynamism that reflects the future we want to see.
As we face a crisis of political leadership, brands are the emerging force that could step into the void left by failed global systems. Brands have the potential to become vehicles of societal change, offering a means for consumers to express their values and aspirations through financial power, intentionally contributing to the creation of a better world.
Brands as agents of change
This is the premise of The Brand New Future: How Brands Can Save the World, which provides a blueprint for understanding how brands can become catalysts for democratic change by honoring tangible consumer values. If brands prioritize consumer needs over profit maximization, they have the power to make a meaningful impact on society and the environment. Yet the fact that consumers are increasingly looking to brands to represent their values goes hand in hand with an increase in consumers’ influence over those brands.
The key difference between governments and brands lies in their respective ability to offer agency to the public. While governments are often bogged down by bureaucracy and political stagnation, brands have the flexibility to respond quickly and efficiently to consumer demands. Brands can create tangible social impact, acting as an extension of consumer aspirations.
Brands as catalysts for transformation
Some brands are already embracing this role. Patagonia is a case in point. A trailblazer in championing environmental causes, Patagonia has demonstrated how brands can address critical issues, such as climate change, social justice and sustainability, balancing profitability with a commitment to positive social impact. Such an approach turns corporate success into a tool for global good.
Patagonia has consistently taken bold stances on climate change, pledging to donate a significant portion of its profits to environmental advocacy and activism. In 2022, the company made headlines when it announced that it would transfer ownership of the company to a trust that would use future profits to combat climate change – a fundamental challenge to traditional notions of capitalism.
Such examples reveal a larger trend. Brands are no longer just providers of products; they are also providers of ideas and values. They have the potential to be democratic entities, responding to and shaping the needs and aspirations of society. When consumers choose to support these brands, they are not just making a purchasing decision – they are voting with their wallets for the world they want to see.
The power of consumer influence
The relationship between brands and consumers has shifted dramatically. Historically, companies dictated the terms of engagement, promoting products to consumers through marketing campaigns and advertising. However, today’s informed consumers are confident, empowered and intentional in their choices. They increasingly seek out brands that reflect their values, and they are willing to pay for products and services that align with their ethical, environmental and social beliefs. As their consumers change, brands must change.
Integrating public values into brand missions changes the equation for both consumers and brands. For consumers, it creates a new form of citizenship – one where purchasing power becomes participatory power. Consumers are no longer passive recipients of political outcomes: they are co-creators of cultural and environmental change.
At the same time, integrating public values into their missions means that brands can serve as a form of decentralized governance – one that is fluid, responsive and rooted in lived experience. It is up to brands to change alongside and with consumers. Brands that are rooted in lived experiences are more likely to garner public trust, building a community through the authenticity of those experiences.
One of the most important shifts can be found in the way that many consumers increasingly define their status not by what they own, but by what they “know” – a trend seen particularly, but not exclusively, among younger generations. This presents an opportunity for brands to go beyond the provision of products and move into the provision of knowledge and experiences – without making more products that end up in landfills.
This shift has turned consumers into influencers of the marketplace. Rather than passively accepting what brands offer, consumers are now actively shaping brand narratives by demanding that companies take responsibility for global issues. This democratization of influence means that consumers have the power to steer entire industries toward greater social and environmental responsibility, as seen in the rise of ethical consumerism. Consumers, particularly younger generations, are prioritizing sustainability and politics when making purchasing decisions. Companies can adapt to the growing demand for ethical and sustainable products, or risk losing their customer base.
Shoe company Toms has capitalized on this shift by embedding social and environmental responsibility in its business model. Its “Buy a Pair, Give a Pair” program provides shoes to people in need around the world: every purchase funds a pair of shoes for someone in need. Demonstrating social responsibility, and showing alignment around values and actions, is crucial for brands to earn consumers’ trust as leaders of change.
Saving the planet
Brands have a particularly significant role to play in efforts to save our planet. Consumers are increasingly in favor of companies that positively impact the environment – and the demand for sustainable business actions has grown exponentially. Consumers are willing to hold brands to account, too: they are increasingly aware of the potential for greenwashing (where companies falsely claim to be environmentally friendly).
By prioritizing environmental sustainability, brands can help mitigate the effects of climate change, protect natural resources, and promote responsible consumption. Applying environmental and humanitarian metrics to a brand’s core mission is beneficial to the planet and can increase profits by strengthening brand authenticity and reinforcing consumer loyalty. Some of the biggest businesses and most powerful brands in the world are defined by their promise to help create a better future – reimagining and redesigning the world we live in.
In this way, brands represent a modern forum for democratic expression – one defined not by political rhetoric, but by real-world outcomes. As trust in public institutions continues to erode, brands have an opportunity to step in – not just to sell products, but to lead movements, solve problems, and ultimately, become architects of a new democratic paradigm.
Research conducted by FreshBritain offers insight into how brands can serve as a new democracy based on their position and influence in society, and highlights potential opportunities for social and economic success for purpose-driven brands. We found that the top 50 most valuable companies in the world have adopted brand roles that fall into one of three transformative categories: reimagining the world, redesigning the world, or dreaming about a better world. These are not abstract ideals – they are strategic brand positions that have generated measurable shareholder value. Brand identity rooted in purpose can also drive profitability.
This insight shows that brands can bridge the gap between idealism and realism. Brands aligning themselves with forward-thinking, value-driven missions can not only help shape a better future, but have the potential to win in the marketplace through consumer trust and loyalty – which underlines the notion that brands can serve as a new form of global democracy. By adopting narratives that reflect consumer hopes and global aspirations, brands can recast their corporate roles as agents of change. They are uniquely positioned to deliver the kind of visionary leadership that today’s political institutions struggle to provide – responding to public values not every election cycle, but in real time, through market feedback and cultural relevance.
The future of brand-driven democracy
The potential for brands to be a new democracy lies in how they can harness the power of consumer decision-making to foster a more sustainable, equitable and just world. As consumers increasingly prioritize brands that align with their values, they are pushing companies to integrate environmental, social and humanitarian metrics into their business models, and creating a new type of market economy – one where ethical considerations, sustainability and social impact are central to success.
The political unrest, climate change and social conflicts that dominate global affairs today make it clear that a fundamental shift is needed to save the planet and build a more equitable world. Brands that embrace a more conscious, purpose-driven approach have the potential to become the driving force behind this change.
As consumers increasingly demand ethical practices, sustainability and social responsibility, brands that respond to these needs can create a meaningful and lasting impact. And the idea of brands as the new democracy is not just a theoretical concept: it’s a rapidly growing movement that’s reshaping the global economy.
As we look to the future, brands can no longer afford to disregard the critical issues facing society. By aligning themselves with the values of their consumers, brands have the power to create a better, more sustainable world – one where people and the planet are prioritized over profits. If brands step into this role, they have the potential to be the agents of democratic change, paving the way for a new global order where consumer power drives positive, global transformation.
Brands can save the world, if we buy the change we want to see.
Bob Sheard is co-founder of branding agency FreshBritain, and author of The Brand New Future: How Brands Can Save the World (LID Publishing). Naomi Soquar is a multi-functional events and administrative assistant at FreshBritain
