Brand owners recognise the need and opportunity to have a clear purpose. But how can they do this authentically?

In 2020, the BrandZ™ Top 100 Most Valuable Global Brands report was dominated by two interlinked topics: the impacts of COVID-19 and Sustainability. Much of the world was in a state of suspended animation and seemed to be holding its breath. A year on, the same topics remain high on the agenda, but some important developments have taken place.

Coronavirus accelerated many trends that were already present; for example, it is credited with driving a decade’s progress in ecommerce in a year. Localism received a significant boost as working from home became a new normal. Opinion remains divided, but the pivot online was sudden and effective. Some businesses have famously moved permanently to ‘wfh’ while others rejoice at the re-opening of offices.