As Big Business Pivots, It’s on Brands to Meet Consumer, Investor and Societal Needs

Excerpt: “Over the past 40 years, two factors—technology and Wall Street—have totally rewritten how brands are built. Both drove us to short-term, transactional marketing. Technology’s impact is obvious: an upended media landscape, one-to-one customer relationships at scale, a new retail channel capable of delivering almost instantaneous gratification, the constant thrum and beat of social media. Wall Street gets less attention, but recently that has begun to change, with a dramatic shift in the conversation about the purpose of a corporation…”