Global expectations for brands to provide stability rises 30%, with demands to move from talk to action

NEW YORK, LONDON, SINGAPORE — Sept. 22, 2021 — Today, WE Communications released results from its latest Brands in Motion report, “The Bravery Mandate.” The data exposed escalating tension between expectations for brands to drive stability in a fast-changing, fractured world and heightened skepticism about purpose-washing.

The number of global study respondents say they expect brands to create stability in uncertain times rose 30 percent since 2019 — with brands now viewed as important of a pillar of society as educators and friend-and-family networks.

Despite those rising expectations, brands’ perceived impact for societal good remains flat, with 52 percent saying that attempts to impact societal issues are anchored in trying to sell more products or services.[1] This contradiction puts brands in a tenuous position — one where they are expected to speak out, but their intentions will be continuously questioned.

“We’ve reached an inflection point where people are craving businesses to fill the leadership void,” said Global CEO Melissa Waggener Zorkin, WE Communications. “To be the driving force of positive societal impact, brands should ask themselves, ‘If not us, who?’ and take bold, brave action.”

Consumers and B2B decision-makers are voting with their wallets to measure brand support. Two out of three respondents say they are more likely to purchase or recommend products or services from brands that address societal issues that matter to them.[2]

“Purpose is now mandatory, impacting immediate commercial outcomes as well as a brand’s long-term legacy,” Zorkin said. “Purpose determines not just which brands stay viable in the next few years but which will endure for years to come.”

Over the past five years, Brands in Motion reports have surveyed more than 90,000 consumers and B2B decision-makers worldwide to understand the impact of how perceptions shift over time. This year’s study uncovered two main themes:

A divided audience

Although two-thirds of survey respondents are open to brands speaking and acting on societal issues, one third are not.[3] Navigating this divide requires active engagement with key stakeholders, including employees, shareholders, customers and community members, to illuminate long-term goals and values.

With limitless options, consumers are more empowered than ever to make demands of brands about issues they care most about, from income and education inequalities to human rights and climate change. Eighty-three percent of consumers say brands should listen to stakeholders to decide what issues or impacts to address,[4] and 90% of consumers say brands should be clear on what they stand for.[5]

“We are communicating to a sophisticated audience — one with unprecedented levels of information and data at their fingertips,” Zorkin said. “Any action a brand takes must be real — concrete and measurable — because there is no more room for compromise or hedging.”

It’s a marathon and a sprint

Staying quiet and checking boxes, though, will not serve brands. Globally, almost 75% of respondents say brands should reassess policies and communications in light of societal issues at least every six months,[8] and half said at least every three months.[9]

“A brand’s purpose platform must be consistent enough to ground it, flexible enough to evolve with the times, and clear enough to navigate the inevitable unknowns,” Zorkin said. “It’s time for brands to fear less and do more.”


The WE Brands in Motion report is a worldwide study of how perceptions shift over time, conducted by WE and YouGov. Now in its fifth year, Brands in Motion has surveyed 90,000+ consumers and B2B decision-makers about their attitudes regarding:

  • Expectations for brand actions and investments
  • Forces affecting the market on a macro level
  • Expectations for purpose initiatives
  • Industries


WE is one of the largest independent communications and integrated marketing agencies in the world. We’re all about people — both our clients and employees — and we believe in the power of communications to move audiences to positive action. Female-founded, female-led and fiercely independent, WE has spent more than three decades helping world-class brands tell technology-led transformation stories that shift perceptions and change behavior.

Our global reach includes offices in 21 cities, partner networks that expand our footprint and client capabilities, and a team of more than 1,200 media and content strategists, creatives and data scientists across our technology, health and consumer sectors. Our work with global brands like Microsoft, Honeywell, McDonald’s and Volvo has been recognized by Cannes Lions, PRovoke SABRE Awards and PRWeek Awards, just to name a few.

For more information, press only: JJ Minder, WE, +65 8187 3139,

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