As we emerge from the pandemic and navigate the compounding impacts of climate change, racial injustice, economic inequality, societal divisions, violence and war, brand leaders are facing profound paradigm shifts in dynamics of power, space, time, leadership, and relationships that create new challenges – and opportunities – for business leadership and impact.

In a new report by BBMG and GlobeScan, Leading Regenerative Brands: Five Paradigm Shifts to Thrive in a World in Flux, we share a vision for regenerative leadership inspired by a global survey of over 30,000 people in 30 international markets, extensive in-depth interviews with brand leaders, issue experts, elders and youth activists who pay deep attention to the changes underway and the tipping points that may already have been breached. We explore the issues that matter most right now, their visions for the future, and how brands and business might play a role in helping us regenerate our world.

Respondents also shared more personal experiences with the impacts of global issues than ever before, a growing impatience with incremental change and more willingness to change their lifestyles and behaviors to meet the new challenges we face.

Racial justice, climate action, equity and healthcare access emerged as top of mind for the rising generation of people under 30. Youth are looking for brands to leverage their reach and resources to take leadership on these issues, while brands are looking to youth to help shed light on the pathways to do so authentically and with meaning and impact.

“We’re experiencing new social and environmental conditions on a daily basis, and we believe brands can respond with a human-centered ethos—a spirit of care, of learning together, of building connection, of honoring our mental and physical health, and co-creating responses so that we can find our way to richness, meaning and rejuvenation,” write BBMG Founding Partner Raphael Bemporad and Futurist-in-Residence Sanjay Khanna in the report’s introduction.

With the rising generation looking for more freedom, connection, and impact, this report outlines five shifting paradigms that brands must navigate in order to thrive through this time of change.

1. Power: Giving voice, choice and ownership to those with the most at stake
2. Space: Closing the distance between the people and places that make, sell and use our brands
3. Time: Slowing down, moving with intention and becoming good ancestors
4. Leadership: Welcoming vulnerability, embracing ‘not knowing’ and turning challenges into quests 
5. Relationship: Widening the circle of connection to thrive together with all of life

Supported by interviews with youth activists including Yulu Wek of the International Indigenous Youth Council, circular design pioneer William McDonough, stakeholder capitalism movement leader Halla Tomasdottir of B Team, and brand leaders including Macy’s Chief Diversity Officer Shawn Outler and Ben & Jerry’s Global Social Mission Officer Dave Rapaport, Leading Regenerative Brands is part manifesto for why it’s imperative to build a purpose-driven company and part handbook for how to do it.

Download the full report to get:

• Data and insights from over 30,000 global consumers
• Best-in-class brand examples
• Our framework for Bringing a Regenerative Mindset to Brand Leadership

Updated 10.28.22: You can now listen to highlights from the report insights and interviews on BBMG’s podcast, The Future We Want.