The 2021 Edelman Trust Barometer report showed us that this moment of reckoning for countries around the world demonstrated most pointedly in the government’s institutional trust over the last year:

“Government briefly seized the high ground, emerging as the most trusted institution in May 2020, when people entrusted it with leading the fight against Covid-19 and restoring economic health. But the government failed the test and squandered that trust bubble, having lost the most ground in the last six months (down 8 points globally).” (Edelman Trust Barometer, 2021)

While the world seems to be clouded by mistrust and misinformation, there is a glimmer of hope in business. People clearly expect brands to step in and fill the void, and the high expectations of brands to address and solve today’s societal challenges have never been more apparent.

I believe purposeful brands have the luxury of trust and the power to ignite real change, and people have the power of influence on choosing brands that are truly resonating with them in culture. The question in this future is not: “Do you want to buy a cool T-shirt?”. The question is: “Will you support Patagonia in the fight to stop the environmental crisis?” The world is kind of fucked up, and brands got the choice to stand up and collaborate with like- minded people to improve interrelationships between humans and everything.

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