Prioritizing Creativity and Societal Value Will Lead to Organic Brand Growth

Cutting costs and avoiding risks has held them back from innovation

Brands are being judged more for what value they bring to society. Getty Images

The best interests of businesses and societies haven’t always been on different trajectories. From the Industrial Revolution to the birth of modern economies, these two were often unified. Innovation in business went hand-in-hand with improvement to quality of life, and the ambitions of business and society were fundamentally intertwined. Railways, for example, lowered shipping rates, opened up new markets, increased access to affordable supplies, created jobs and formed the basis on which previously isolated areas could thrive. Railway owners prospered. Society prospered. And so it was across many industries. It seems like a simple equation: The companies that made money and prospered in the world were those who benefitted people the most.

Jim Prior is global CEO of Superunion.
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