Historically, the success or failure of most brands has been a direct result of products and services. Today’s consumers demand more. People today expect businesses to have a social philosophy and purpose beyond mere functional benefits. As a result, prominent brands have started taking visible stands on topics related to politics, the environment and social justice. With that in mind, businesses are faced with a huge opportunity as they continue to bounce back from the pandemic.
While many businesses prefer to focus purely on profit-driven decisions, today’s customers and employees expect brands to also serve as a force for good. Taking steps in this direction can contribute to the sustainability of your business, while a one-track focus on profit cannot. Baker Tilly Canada Capital Corporation explores this timely topic in “The Value of Good: How to receive value for your values.”
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