Three levers help embed the need to serve the individual: Three other levers help to serve wider society: THE SIX BETTERMENT INCLUSIVITY is about improving lives emotionally and functionally by making is about opening access and opportunity. We mean them easier, more enjoyable, more meaningful. It’s about it in the broadest of senses – designing products CITIZEN helping people progress in their lives. and services to be open and accessible to all. ORIGINALITY ENVIRONMENTALISM is to inspire with unique value; to bring something both unique is about promoting a sustainable view of growth BRAND and valuable to people’s lives. by taking action to reduce brands’ environmental impact, integrating sustainable practices into ways of operating, and building operational resilience. LEVERS ASSURANCE CHAPTER 02: CITIZEN BRANDS: FINDING BALANCE BETWEEN SELF AND SOCIETY is to reliably deliver and in so doing, win trust. It’s about CONTRIBUTION consistently meeting people’s expectations and delivering when and where it matters most. is being part of and providing value to society. That contribution may take different forms – be it economic, cultural or creative. The idea is that brands are productive members of society – active contributors not indifferent extractors. Our study explored attitudes to these levers across different stakeholder groups and markets. And the emerging picture is clear: investors, brand leaders and consumers all resoundingly endorse the six Citizen Brand levers. 4 202 CITIZEN BRANDS REPORT 14