THE TRUST VIRUS: THE FUTURE OF GIVING

                  Last month we hosted the first in a series of breakfast debates for 2017 in which our panel of experts explore and discuss current cultural trends, and the effects these have on brands, business and communication. Hate politics, fake news, alternative facts, inaccurate polling, corporate tax […]

 

 

 

THE TRUST VIRUS: THE FUTURE OF GIVING

 

 

 
 
 
 

Last month we hosted the first in a series of breakfast debates for 2017 in which our panel of experts explore and discuss current cultural trends, and the effects these have on brands, business and communication.

Hate politics, fake news, alternative facts, inaccurate polling, corporate tax evasion, Olympic doping, sub-prime lending, duplicitous politicians, emissions probes, economic uncertainty and the orange cherry on the cake – Trump. Welcome to the perfect storm of public disillusion. Chaired by BBC Radio 4 presenter Paddy O’Connell , hosted by CEO Jon Sharpe, the panel consisted of Oxfam’s Comms Director and the CEO of the British Paralympic Association and two experts in human behavior, Dr Irene Bruna Seu, from Birkbeck University and Brunswick Group Partner and author Jon Miller. They hotly debated the tactics needed to fight rampant consumer cynicism undermining brands and charitable giving.

The issues debated included:

  • The danger of charity tokenism undermining brand authenticity
  • With economic uncertainty and rampant resentment is there hope for giving?
  • Can brands play a role in restoring faith in society?
  • Is there a future for altruism in an age of isolation?
  • Are charities and brands ‘hit and run’ approach damaging consumer engagement?
  • How can brands make a difference? – CEO’s across USA standing against Trump
  • Are we entering a new age of brand creative activism where corporations will lead and inspire their consumers where all others have let them down?

Another Breakfast Debate is coming soon. If you’re interested in attending or for more details, please email Claudia Newman, Head of Marketing & New Business Claudia.Newman@yr.com.