What’s working and what do we need to work harder at in 2020?

The dawn of a new decade is the perfect opportunity to call time on mindless predictions.

It’s been a positive year for action on climate change, as businesses of all sizes have recognised that responding to the climate crisis isn’t policy or gestural, but something requiring a strategy that can in equal measure positively impact the world and build sustainable commercial growth. The Greta Effect and Extinction Rebellion have accelerated the sense of urgency for the C-Suite that a sustainability strategy is vital to the future of our planet and businesses’ performance, both for attracting and retaining talent and to win customers.

However, this shift in corporate mindset needs to translate into foundational product innovation communicated through meaningful, long-term creative ideas that engage with consumers emotionally, to develop meaningful relationships based on shared commitments and values. Given the global sense of paranoia and mistrust, what’s needed is strategically rigorous, creatively powerful ideas that foster progression and optimism. Now is not the time for self-serving one-off splurges. And this isn’t a mere ‘comms’ idea, this is a core brand platform which influences everything from corporate culture through to product or service innovation and customer experience. In 2020 we can, and must, do more to champion the strategic ideas that can and will change businesses.

Published in December 2019

Original link: https://www.creativebrief.com/bite/whats-working-and-what-do-we-need-work-harder-2020