Kuschel, kuschel, kuschel – about the role of brands in a 'philanthropic' world order

Hans-Bert Matoul, Stefan Hagl and Michael Wittenberg
H,T,P, Concept, Germany

SOMETHING TO HOLD ON TO – A NEW UTOPIA FOR THE 'COMMUNITY OF DESTINY'

Whether Live Aid, Live Earth, 'a new Gandhi' called Bill Gates, a French table water brand supporting Unicef – there is no denying it: Society is changing fundamentally – and an increasing number of brands are caught up in the whirlpool of what we call 'philanthropication'. Issues such as sustainability, social responsibility, ethical and ecological correctness dominate the headlines and political agendas as well as brand vision workshops. And they also extend into the most intimate areas of people's lives which, for example, is shown by the trend of 'ecoburials' that is currently quite hip in Great Britain.