Of the 100 top global economies, 69 are companies and 31 are countries. Netflix is bigger than Russia and Amazon Prime Video is the equivalent to the 10th biggest country in the world. But what does this mean for brands and marketers? It’s a clear reminder, a powerful promotion of our roles in leadership, in life. That the real levers of power in our world today, sit not in parliament, but in the boardrooms of brands.
And with that power comes both responsibility… and opportunity. This isn’t philosophy.
It’s business.
There is a $1.2 trillion market waiting for brands that can clearly demonstrate their sustainability credentials. Not vague ambitions. Not clever slogans. But substance. Targets. Transparency. Take the approach of LVMH, valued not just for its craftsmanship and heritage, but for the purpose and principles that run through every maison. With $101.4bn in revenue in 2023, it’s turning legacy into leadership and proving that purpose done well, isn’t a cost – it’s a catalyst.
Responsible leadership attracts top talent. It builds brand loyalty, future-proofs your product and perhaps most critically, it draws in the consumers and investors of tomorrow, who are already demanding more from the brands they support.
Values-driven, socially conscious and unafraid, Gen Z is prodding companies to put a premium on transparency, flexibility and authenticity. Not only are they one of the most disruptive population groups in history, but they are set to be one of the most affluent – with their income due to reach $70 trillion by 2040, according to the Bank of America.
To drive a more socially impactful, transparent and transformational business future, we need responsible leadership. Over the past decade, we’ve had the privilege of working with and learning from, some of the most influential visionaries driving this shift. Brand leaders who embed ethics into business. Who balance profitability with purpose and lead with compassion, conviction and clarity.
They speak candidly about the tension of leading systems change and prioritising purpose. Lorenzo Bertelli, Chief Marketing Officer and Head of Corporate Social Responsibility at The Prada Group believes that “If sustainability is done well, it’s a vehicle for growth because it allows you to differentiate yourself and to catch opportunities. Today many processes that are more sustainable are also more cost effective and profitable. You have to invest to advance rather than paying the consequences in the future.”
This is a reminder that true transformation is rooted not only in business decisions but in mindset and mindset shifts require learning. Awareness. Up-skilling. Education.
As Jessie MacNeil Brown, Head of Brand Activism at Ben & Jerry’s, shared at our most recent event, “If I ever have a big decision, it’s how do I use my privilege and the opportunities that I have to drive the change, or to give the platform to the voices that need to be heard.” This rings true to each and every one of us, no matter which part of the ‘office’ we sit in, or the side of the table we’re on.
Showing up, with integrity with a deep understanding of what responsible leadership looks like, coupled with a creative view on building business. And it’s these masterful, resilient companies, these iconic pivoting brands that lead a revolution towards a more impactful, more sustainable, more considerate future.
“To drive a more socially impactful, transparent and transformational business future, we need responsible leadership.”
It’s why we teach that sustainability can’t be treated as a bolt-on, it must be built into the business strategy itself. When it runs through the veins of a company, it becomes part of its identity. Its DNA. Because the real value lies in integration, when impact becomes embedded.
But responsible leadership doesn’t stop there.
Creativity plays a powerful role as we shape the narratives that sell the story. Creatives have the tools to turn complexity into beauty – to take the tone and distill it into 15 seconds of pure emotion, into a 30 second clip that moves culture.
The other critical shift? Collaboration.
Momentum being driven by brands and businesses who have the courage to collaborate over competing. Unlikely partnerships. Businesses sharing R&D to reduce plastic. Brands uniting around circular models. Creative agencies and marketers sitting at the same table as sustainability officers, not in separate silos.
And here’s the best part: collaboration doesn’t reduce market share, it expands it. It creates entirely new business models, new categories; it raises standards and lowers costs – for everyone. When innovation scales, prices drop. And so does your environmental footprint.
This is a moment that demands clarity, courage and creativity. But it also calls for education, to connect, learn, share, to find your community; and to remember that you have the power to lead the charge on change.
Because the truth is, there’s no single roadmap for a business future driven by responsible leadership. But there is a shared direction and there are the mavericks that have proven that doing good can make great business.
Redefining responsible leadership is the future.
And that begins when each of us – brand leader, marketer, creative, investor, founder – decides to use their influence not just to sell, but to shape. One that builds a world full of powerful brands that do good, accelerate positive change and lead with purpose.
By Charney Magri, Co-Founder, and Sophie Matthews, Brand & Strategy Director, Do Epic Good.
