Brands in Motion: The Bravery Mandate

Brands live in a world of constant motion. The global pandemic, accelerating climate change and social tensions are transforming our lives at warp speed. Yesterday isn’t just gone, it’s ancient history.

For the fifth year, WE partnered with YouGov to quantify that world of motion and understand how brands can navigate it. The 2021 Brands in Motion report, “The Bravery Mandate,” finds that the brands that will flourish in 2021 and beyond are the ones with the courage to take bold actions and make strong stances with the full understanding that not everyone will approve.

What Did We Find?

The expectation that brands provide stability is rising, but perceived impact remains flat. Audiences want brands to help, but aren't convinced that they're delivering. 

Being a purpose leader requires prioritizing employees and local community members and engaging them in deeper and more courageous conversations.

Authenticity is key: Consumers and B2B decision-makers are increasingly skeptical and even cynical of brands' motives when it comes to purposeful work.