It’s chaos out there.
Everywhere you look, things are falling apart—politics are a disaster, the climate’s out of control, and trying to read the economy is like a carnival ride we can’t get off.
It doesn't matter what the data says. For too many people, the future feels more like a storm rolling in than a bright new day. The institutions we used to count on—governments, media, even cultural icons—they’re all tripping over their own messes. So, who’s left to step up?
Brands. Yep, you heard me. It’s time for brands to stop just hawking products and start delivering what people really need right now: hope.
Step Up, Or Step Out
Let’s not pretend brands have ever just been about selling products. Look at history—advertising shapes culture, it influences values, and believe it or not, businesses are the most trusted institutions right now.
The Edelman Trust Barometer laid it out: businesses, not governments, not nonprofits, not media, are holding the trust of the public. That’s a lot of power, and with that power comes a serious responsibility.
Edelman points to four priorities for businesses to build trust:
Implementation matters: Screw up a big innovation—like AI or vaccines—and the backlash could sink you. Communicating clearly and managing impacts is critical.
Business partnerships are key: Brands are trusted to lead, but they need to partner with governments to tackle job security and ethical concerns. CEOs need to think bigger than the bottom line.
Science and society must align: People trust scientists, but they want transparency. If brands want to lead with innovation, they need to explain the science behind it and get people on board.
Empower people: When folks feel in control of how innovations impact their lives, they’re way more likely to embrace change. It’s about listening, responding, and giving them a say.
But here’s the kicker: Edelman’s missing the biggest piece of all—hope.
A great planner I used to work with said something that’s stuck with me: “I just want to write briefs that offer people hope. How hard can that be?”
He’s right. Brands have the power to do more than just profit off society’s problems. They have the power, if not the responsibility, to offer something bigger: a future worth believing in.
I’m not talking about some feel-good marketing gimmick or a hashtag campaign that lasts a week. People are over that. They’re not looking for empty slogans—they’re looking for real action. Hope, in this sense, isn’t just a word. It’s about offering a vision of a future that’s better than today, and it’s on brands to ground that vision in something real.
Give People A Reason To Believe
Take IKEA. They’re not just selling cheap furniture anymore—they’re all in on sustainability, with bold commitments to circular design and renewable materials. Their mission is to be fully circular by 2030, and they’re making it happen. Through campaigns like “Live Lagom,” they help consumers live sustainably in practical, affordable ways, showing that small, meaningful changes can add up.
That’s the sweet spot right there: building a vision for a better world that’s backed by tangible actions. Brands that do this, that offer real solutions, are the ones people will believe in—and trust.
Look, this isn’t just about doing the right thing (though that’s a nice bonus). It’s good business. When brands step up and align themselves with the values of their consumers, they build loyalty that goes beyond the transaction. People want to believe in the companies they support, and they’re looking for brands that reflect their hope for a better world.
Ben & Jerry’s gets this. In 2020, during the height of racial justice protests, they didn’t just slap up a tweet with a hashtag and call it a day. They went all in, taking bold stances against systemic racism and committing resources to fight for equality. It wasn’t about selling ice cream—it was about standing for something bigger. In doing so, they didn’t just build a brand; they built trust, showing that some companies are willing to fight for real change.
Airbnb did the same thing during the pandemic. When travel ground to a halt, they could have tried pushing exotic getaways that no one could take. Instead, they pivoted with the “Made Possible by Hosts” campaign, focusing on the humanity and connection that come from staying in someone’s home. It wasn’t just about selling bookings—it was about hope. Even in dark times, people were still opening their homes and creating community.
Nike, as usual, nailed it, too. Their “You Can’t Stop Us” campaign wasn’t about sports—it was about resilience, about the human spirit overcoming adversity. They didn’t sugarcoat the mess the world was in. Instead, they leaned into it and offered a message of strength and hope. Nike wasn’t selling shoes—they were selling the belief that we can get through this.
No More BS
Here’s the bottom line: hope is one of the most valuable things a brand can offer right now. And people are smart. They can sniff out performative BS a mile away.
That’s why it’s not enough to throw out some inspiring tagline. Brands have to back it up with real action—show people that a better future is possible, and they’re willing to lead the way in making it happen.
We’re living in a world where hope is in short supply. The institutions that used to lead us through tough times? They’re stumbling. People are looking for someone—anyone—to step up and offer a vision worth believing in.
Right now, that’s on brands. They have the reach, the influence, and the resources to lead. The ones that do won’t just win over consumers—they’ll become cultural leaders, remembered for making a real difference when it mattered most.
The path forward is clear: step up, offer hope, and show people that, yes, things can get better. Brands that embrace this role are the ones who’ll come out on top—stronger, more trusted, and more relevant than ever.
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