Brands in Motion 2022—The Bravery Mandate: Make It Real

Companies face a world of constant change and mounting demands. People want their favorite brands to remedy pressing societal problems, but they're increasingly skeptical that they're delivering. The Bravery Mandate: Make It Real is a roadmap showing brands how to prove that their commitments are real, and that their actions will have a lasting impact. 

For the sixth year, WE Communications has partnered with YouGov on Brands in Motion research to quantify how brands can navigate a world in constant motion, to date surveying more than 100,000 consumers and business decision-makers. This year's Brands in Motion report finds that the brands that will thrive in 2022 and beyond are the ones with the courage to put real muscle behind their purpose commitments.

What Did We Find?

In difficult times, people are looking to brands for solutions, but they are increasingly skeptical that they're delivering on their values-led commitments. They want brands to share their entire purpose journey and deliver clear metrics and tangible results. 

In 2022, cost of living is the top priority for both consumers and employees. 

Transparency is paramount. People expect brands to be open about their purpose progress, even if results fall short of their initial expectations.

People want brands to focus more attention on solving practical problems that impact their daily lives, while also keeping their eyes on long-range goals.