IGNORE THE SOCIETAL Brands can’t ignore the AND BE PREPARED context in which they operate TO BE ON THE WRONG – be it cultural, consumer, SIDE OF HISTORY. commercial or legislative.” The inflationary expectations placed on brands and the conflicting forces leaders are navigating are unprecedented. CHAPTER 04: WHY NOW IS THE TIME FOR CITIZEN BRANDSIgnore the societal and be prepared to be on the wrong side of history. But sideline the individual and risk slower growth and a potential shareholder revolt. Citizen Brands isn’t an activist cry or a statement about corporate social responsibility. It’s a framework to inspire balanced growth. A tool to guide a journey of thoughtful progress. It’s rooted in the idea that growth in an era of contradictions comes from the strategic balancing of the individual and the societal. And baking it into and across the brand mix in the long term. Brands can’t ignore the context in which they operate – be it cultural, consumer, commercial or legislative. Our hope is that Citizen Brands helps leaders embrace the complex reality of building brands today. And supports them in charting a path towards progress – where growth is both balanced and set up for the long term. 4 202 CITIZEN BRANDS REPORT 25