Editor’s note: Thank you for welcoming us into your inboxes through 2018! Your feedback, suggestions and tips have left us in no doubt that we’re writing for 37,747 of the world’s most visionary and thoughtful marketers, strategists, creative entrepreneurs and more. It’s an honor 😊
As we approach the end of the year, we’re rounding up a few of our favorite innovations. We hope you find them inspirational and actionable! But also, we have a favor to ask: we spend thousands of hours compiling the Innovation of the Day newsletter. If you find it valuable then please share this edition. It really helps. 🙌Thank you! 🙌
With that, on to Day 11 of our 12 Days of Trend-Driven Innovation: brand purpose!
At TrendWatching, we’re obsessed with the consumer arena – and that means all of it.
But look, if we had to publish just one innovation roundup out of the 12 that form this series, we’re pretty sure this one would be it. Why? Because this roundup is all about innovation and initiatives that make the world a better place. And that kind of innovation has a special place in our heart.
What’s more, it’s increasingly important to rising numbers of consumers, too: 75% believe businesses can increase profits and improve society at the same time.
With that in mind, here are eight brands that used their scale, vision, and resources to fulfill a mission beyond money this year. Absorb, be inspired, and innovate with purpose in 2019!
Sephora | The makeup retailer launched a free 90-minute makeup class for transgender and non-binary people. It’s no longer enough to promote diversity in your messaging; instead, reimagine what you do around the needs of traditionally marginalized groups.
Aflac | The insurer turned its famous duck brand mascot into an internet-connected robot that comforts kids with cancer. Tech for good will be a key theme in 2019.
Vans | Vans hosted over 100 clinics around the world focused on teaching girls how to skateboard. Female empowerment seen through the lens of a storied brand.
Tuxe | The US women’s bodysuit makers offered free career coaching to customers. Helping more women reach the boardroom and satisfying the endless consumer need for self-actualization.
Glenmorangie | The Scottish whiskey brand introduced 20,000 oysters to the sea and renewed damaged reefs next to its factory in Scotland’s Dornoch Firth bay. An environmental play that makes deep sense; Scottish heritage is a part of Glenmorangie’s DNA.
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Claro, Personal & Movistar | These telcos in Argentina committed to offering free calls to a helpline for victims of gender-based violence. A great example of how big brands can leverage unique scale and resources to offer solutions no one else can.
Legal & General | The investment firm’s GIRL fund incentivizes and rewards companies with a more equal gender balance. Values are great – but consumers will increasingly demand that businesses put their money where their mouth is.
Reliance Jio & WhatsApp | After a slew of fake news scandals in India, WhatsApp partnered with tech company Reliance Jio to use street theater to teach citizens about the dangers of false information on WhatsApp and elsewhere. An innovative take on a timely issue.
