Trendwatch: Enlightened brands

This short article argues that brands need to move away from trying to be 'human', and instead look to be 'enlightened'.

Trendwatch: Enlightened brands

Vicki LoomesTrendwatching.com

It might be time for an apology. TrendWatching has - along with a host of marketing gurus, brand strategists and social media experts - championed Human Brands for years, claiming that brands need to humanise themselves and practise a little empathy, flexibility and humour. And, for a while, brands seemed to be friendlier. Now, consumers are embracing a new trend that is evolving from the ashes of Human Brands. Enlightened Brands are willing to take humanity to the next level by taking real, meaningful action to make individual lives, and the world at large,...

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