32- Social good on steroids
As tech luminary Biz Stone said during South by Southwest Interactive 2015, “The future of marketing is philanthropy.” The Innovation Group has been charting this shift for some time. In our recent SONARTM data survey, we found that 86% of US and UK millennials believe that brands are more important to society today and that they should be accountable for public services and education. Also, 75% believe brands should act as cultural benefactors.
Ice & Sky film by Luc Jacquet, co-produced by Kering Group