Building trust: harnessing the power of business to bridge divides
Consumers are taking a hard look at the brands they support and more importantly, the values that these brands espouse, and are putting their dollars behind brands that are perceived to be doing good in society. While consumer trust is good for generating brand loyalty and positive word of mouth among consumers, brand trust also has a positive effect on attracting and retaining talent in the organization and on enhancing investor relations.
Especially during the pandemic, consumers demanded and expected more from brands, rewarding those who responded favourably with greater support, and punished those brands whose actions were felt not to align with their values.
This troubled era demonstrates the benefits and the importance of businesses using their power and voice in ethical, transparent and authentic ways that are good for people and the planet while still recognizing the need for profits. There are enormous opportunities for brands to differentiate themselves from others, bolster their competitive advantage, and stay relevant for the future by re-focusing their efforts on what matters to their consumers, employees, and investors alike. This opportunity is particularly pronounced for the younger generation, those on whom future business success depends.
The Victoria Forum is organizing this webinar to explore how brand leaders can harness the power of business to bridge divides and expand our future possibilities. A distinguished panel will explore the following questions:
- Companies are being asked to take a stand on public issues. How do you decide which issues to take a stand on and which to avoid? Are you seeing increasing pressure from customers, employees or investors in this regard?
- Stakeholder capitalism and purpose are not new concepts. In fact, they are now widely accepted. The challenge is to walk the talk. An inspiring, credible, and authentic corporate purpose is often simple to state but difficult to implement. What is the problem between talk and walk? And, what is a possible solution to it?
- In times of crisis, there is also great opportunity. How can brand leaders enroll their customers as active participants, making them part of a movement, rather than viewing them as just consumers?
June 23, 2022
9 am – 10 am PST
(4 pm – 5 pm GMT)