Preview: Civic Brands

Global – In a tense political climate, brands are stepping in to replace governments as educators and forces for good in society.

• One of our three latest macrotrends, Civic Brands, explores why it is necessary for brands to re-consider their civic duty
• Research by Havas Worldwide shows that 65% of consumers believe that businesses bear as much responsibility as governments for driving social change

One of the trend's main drivers is The Hollow Middle, the middle- to low-income consumers who are working hard in nine-to-five jobs, paying their taxes but not able to afford the lifestyles they aspire to, and they want change.

'Business is the last retaining wall for trust,' says Kathryn Beiser, global chair of corporate practice at Edelman. 'Its leaders must step up on the issues that matter for society.’

In our film on Civic Brands we examine how brands can adopt a more civic mindset and why it should be a necessary element of any brand's long-term plans. LS:N Global spoke to Foster & Partners, Nissan and Mini to understand how each are engaging in projects that are a benefit to society at large.