BBMG
BBMG
Define Your North Star: Brand Purpose Beyond Products
The new opportunity for brands is not only marketing incremental product benefits, but embodying a higher purpose that serves your consumers’ aspirations for a good life by directly addressing the barriers to it.

As capitalism shifts to unite profits and purpose, most brands know how to design a great product or a reliable service. Yet many struggle when their company’s deeper mission has become muddy or even irrelevant. Brand purpose lives at the intersection of a company’s authentic reason for being and the unmet human needs that it can uniquely fulfill in the marketplace and the world. Revealing this harmonic is the key to defining your north star.
Research & Reports
BBMG
BBMG
Start with Empathy: Design a Brand with People at the Center
To stay relevant in a world of limited resources and mounting concerns, brands cannot simply show up and sell more stuff. Like never before, consumers expect brands to make their lives better. Doing so means understanding consumers’ struggles, needs and aspirations and addressing the issues that matter to them in meaningful ways.

A fundamental design principle in divided times is to start with empathy and listen to what people are feeling and what they desire for their lives. Empathy is fundamentally about respect. When was the last time you truly listened? When people feel ignored, or when their basic human needs are not being met, it is time for brands to start listening.
Research & Reports
Sappi North America
Sappi North America
Social Responsibility at Sappi North America
Our social responsibility efforts focus on our employees, customers and our local communities. We engage with customers to create relevant and innovative products. Across our operations, we focus on the safety, well-being and expertise of our employees, and we routinely work to connect and contribute in our local communities.
Sustainable Finance & Socially Responsible Investment
Arrow Electronics
Arrow Electronics
Arrow Electronics-Sponsored Student Team Takes 2nd Place at World Robot Olympiad
A team of two German 15-year-old students sponsored by global technology-solutions provider Arrow Electronics won second place in the Open Junior category at the 2017 World Robot Olympiad (WRO) finals in San Jose, Costa Rica last month.
AI & Technology
GRI
GRI
How Reporting Helps Businesses Uphold Human Rights
When companies use the GRI Standards for their sustainability reporting, they assess their positive and negative impacts on economic, environmental and social issues, including human rights, and are transparent about the results. Transparency makes human rights information available, empowering NGOs and other stakeholders to hold companies accountable and provide access to remedy.
Corporate Responsibility
Arrow Electronics
Arrow Electronics
Arrow Electronics Applauds Collegiate Inventors Competition Winners
rrow Electronics congratulated Matthew Rooda and Abraham Espinoza with the University of Iowa spin-out company SwineTech for winning the top undergraduate award last month at the 2017 Collegiate Inventors Competition. The SwineTech team also walked away with the first-ever Arrow Innovation Prize at the annual competition, which advanced the pair of young innovators to the final round of judging with all expenses paid.
AI & Technology
BBMG
BBMG
Brands That Are Brave, Win
In the context of higher expectations for honesty and bravery about what really matters in our lives, BBMG partnered with Planned Parenthood Federation of America to empower women with confidence, clarity and control around their sexual and reproductive health. The organization’s new app, Spot On, a birth control and period-tracker enables women to track their menstrual cycles, manage their birth control and learn more about their bodies. While developing their launch campaign, we identified five strategies for shifting behavior through bravery.
Corporate Responsibility
BBMG
BBMG
Brand Advocacy vs Aspiration in the Trump Era
​Like few times in our history, brands and businesses are facing a profound moment of challenge and change. Trust has never been lower. Expectations have never been higher. And in our new political and cultural reality, there’s no middle ground and there’s no place to hide.

At BBMG, we believe the only way for brands to remain relevant and resilient is to put humanity first. Based on our global research into Aspirational and Advocate consumers, we’ve identified two paths for using the power of brand to fight injustice and create the good life.

If you’re ready to authentically inspire fans, mobilize champions and win in this new era, it’s no time for fear. It’s time to be brave.
Corporate Responsibility
Caterpillar Inc.
Caterpillar Inc.
CAT® D6T Fuel Efficiency
One of our most versatile dozers, the new fully automatic D6T, continues to drive customer value through dramatically improved fuel efficiency and ease of use.
Research & Reports
Major League Baseball Players Trust
Major League Baseball Players Trust
Major League Baseball Players Association Supports Universal Declaration of Player Rights
Major League Baseball Players Association (MLBPA) Executive Director and 14-year Major League Baseball veteran, Tony Clark, joined executives from some of the world’s leading player associations in unveiling the Universal Declaration of Player Rights (the Declaration) to protect players from ongoing and systemic human rights violations in global sport.
Inclusion & Opportunity

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